WRITTEN BY Caitlin Jardine
TikTok has become one of the leading and best performing platforms of its time, engaging billions of users every single day. Shaped as an entertainment platform, it is made up of digital video placed among a ‘for you’ algorithm, meant to personalise each individual user’s experience with content based on their interests and likes. Setting up an account is simple (which is why it is so widely over the world) and it is an effective way to increase reach to billions of people globally.
The short form video platform has been a topic in the US and globally in the early months of this year with the ongoing debate of a US TikTok ban due to the US government’s concerns over potential user data collection and influence operations by the Chinese Government. And while a lot’s happened over the past month, the entertainment platform still doesn’t seem any closer to knowing its fate in the US. Since a 75 day extension on the TikTok ban was afforded by President Trump as the platform was due to be restricted, it raises further debate on whether a US TikTok ban would be the right call to make and if the benefits of it will outweigh some of the possible impacts.
Let’s start by looking at biggest privacy concerns users should be aware of when engaging with apps that rely on personalised algorithms…
Personalised algorithms are driven by data collected from users and their behaviours whilst engaging with a certain app or platform. This means that with every click, like, share or scroll, users are exposing themselves and feeding into a complex system designed to predict and influence user behaviour. This includes browsing habits, location data, device information and even behavioural patterns like how long you pause on a video or post. These algorithms don’t just know your preferences, they predict your next move, sometimes more accurately than you would ever expect. The sheer volume of data that these platforms collect, raises concerns about over-personalisation, where users unknowingly expose intimate details of their lives, such as their health concerns, political leanings, or even emotions.
What is most worrying is that users rarely understand the extent of their data being collected or how it’s being used. It is important that users remain vigilant and aware of the risk that some apps may share or sell this data to third parties, resulting in reduced user control of it’s use across platforms.
This means that users data may even fall into the wrong hands, with an increased possibility of identity theft, fraud, or other forms of exploitation. Users should always be wary of data being shared with third parties, often without their clear understanding or consent.
But will banning TikTok eliminate this issue or just migrate it elsewhere? And if TikTok is banned I the US how might that affect data collection practices on alternative platforms like Instagram or YouTube?
If TikTok is in fact banned in the US, some ramifications we may see from this are likely to include the competition from other platforms that operate similar to TikTok. In hoping to capitalise on the shift of former TikTok users to Instagram Reels or Youtube Shorts for example, amplifying the intensity of their data collection efforts, to capture and retain audience attention. This may result in even more advanced data driven algorithms to refine personalisation so that alternative platforms can maximise their engagement.
With the ban coming into place, TikTok’s data practices have already prompted a wider conversation about privacy standards and platforms like Instagram and YouTube could face increased regulatory pressure to demonstrate transparency and adhere to stricter privacy guidelines.
If this ban does go through, is there likely to be further bans in other countries?
A ban in the US could change how TikTok operates globally. If American creators, many of whom play a significant role in setting trends, are no longer part of contributing content to the platform, this might influence the type of content that performs well internationally. This could lead to shifts in audience preferences or the emergence of new trends that we’d need to adapt to in our content strategies.
Additionally, the absence of US based creators and brands on TikTok could open up new opportunities for UK based creators and businesses to fill the void, potentially giving our clients more visibility on the platform. But on the flip side to this, it’s possible that TikTok’s reputation could take a hit globally, especially if concerns about data security or regulatory issues become more prominent in public discussions. This might make some UK clients hesitant to invest heavily in the platform.
Regarding the ongoing debate in the US about whether TikTok will be banned by 5th April, it’s certainly a point of interest for us in the UK. While it may not directly affect our day to day work in the UK, staying informed about these developments is crucial. Global platforms like TikTok are interconnected, and changes in one region often ripple outwards. For now, our strategy would remain focused on maximising TikTok’s potential for our clients here, while keeping an eye on any potential shifts in user behaviour or platform dynamics.
So will the ban have a positive or negative impact?
A ban on TikTok will likely encourage users to seek out smaller, less regulated platforms as a replacement and likely exposing them to further reduced privacy and levels of security, perhaps even unethical, data practices. So it may be that industry wide standards that protect personal data need to be adjusted or that stricter regulations are implemented, to ensure users are protected in this transition period.
But on a positive note, the TikTok ban in the US has forced many to consider their data security and prioritise privacy on these apps. This could lead to positive changes in how platforms manage and communicate their data settings as users become more aware of what they are sharing with the platforms they engage with, but this is only the case if users remain informed and governments and regulators demand it ahead of the curve.
Learn more about social media in our recent blog here.
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