In 2024, every brand needs to be an entertainment company. The best ones give their audience the microphone. TikTok’s power and allure is that they’ve given anybody who wants a voice the ability to have one. 

Sure, this means TikTok is full of hysterical, unhinged videos of people squishing slime and asking their boyfriends how often they think about the Roman Empire. For those of us who aren’t chronically online, this seems unimportant at best. But if we take a step back, we can see there’s something much more meaningful going on that’s changing how information is disseminated—and it makes a potential forced sale of TikTok a more urgent matter to monitor closely.

How TikTok works — and why it’s so powerful 

Empowering voices: the democratization of content creation

TikTok’s short-form algorithm has enabled the decentralization of media in a whole new way: a video made by a seemingly “nobody” can instantly capture millions of views from a global audience. Fueled by cheap video production technology (your phone camera) and excellent internet connectivity (5G), TikTok’s broadcast algorithm has revolutionized the way media is created and consumed. It has effectively enabled complete media decentralization. 

Ultimately, this pattern of decentralization and democratization has lifted up everyday people. It has changed the dynamic of the media conversation from one-way, where a newscaster delivers information to viewers, to two-way, where the audience communicates directly with their creators. 

Take the current Israel-Hamas conflict, for example. I saw videos that showed a young Palestinian woman sharing her truth about wartime conditions on the ground in Gaza. This kind of exposure and access did not exist 60 years ago — we would never have seen Vietnamese citizens in this light during the Vietnam War. Now, with TikTok turning storytelling on its head, creation is democratized to the point that almost anyone with a smartphone and an internet connection can share their reality. 

The casual format of TikTok videos also legitimizes creators who may not have professional studio lighting or a flashy logo with a jingle: a good video by this platform’s standards takes 15 seconds and a human. That’s quite a low barrier to creating content that can be considered world-class in terms of attention and view volumes.

The algorithm as a curator

Video platforms like TikTok serve up multiple videos in a row that are similar to each other. If I like to watch ASMR videos or inspiring travel videos, the algorithm recognizes these topics and continues to serve me increasingly specific videos that match that topic. This re-informing mechanism increasingly shows me similar content and recognizes the patterns behind the type of content I engage with versus quickly scrolling past.

This capability can create a “rabbit hole” around someone and a false sense of what everyone else in the world watches and thinks. This type of reinforcement has been seen as dangerous in the past, as it can radicalize individuals by immersing them into a sub-culture. However, it could also radicalize someone toward positive behaviors or beliefs. For instance, if I show interest in sustainability topics and I’m shown related videos, I may learn new habits and methods to enhance my sustainability practices.

The advent of this algorithm-based media curation represents a significant power shift from a few big media companies to, well, anyone. The videos being served up to you are the ideas being transmitted to you. Whoever is creating and controlling this algorithm has significant influence over what ideas you are exposed to. 

In the case of TikTok, there could be two truths: Scenario 1, in which the algorithm is unbiased toward a certain “narrative,” or Scenario 2, in which it has an agenda.

In Scenario 1, the algorithm operates with no bias, serving like content to like. It relies on the content created by users, considering the volume, breadth, and quality of uploaded content, and the content consumed by users. In this free-market media scenario, the algorithm acts as an invisible hand, intelligently matching available content with user preferences. There is no curation agenda; instead, it aligns what’s made with what is watched based on user behavior and preferences.

Scenario 2 introduces the potential for the algorithm to be motivated by a curation agenda. To use the sustainability example again, if I own the algorithm and aim to promote environmental stewardship, I can prioritize videos that reinforce those messages. Similarly, if the agenda is commercial, the algorithm might prioritize shoppable videos over general media content.

Likewise, if the goal is political, the algorithm can be used to promote a candidate or specific political messages. This is precisely why politicians have shown concern over China owning the app, and why so many eyes are focused on who TikTok’s buyer might be.

Ownership and agenda: the current TikTok controversy, explained

When it comes to capturing audience attention, a little goes a long way. In TikTok’s ability to lower the proverbial barrier to entry, there’s been a shift in the type of skillset that gives creators the biggest edge. While this shift doesn’t make everyone equally excited (at the Grammys, Billie Eilish was overheard saying “Ew- there’s TikTokers here!”), it forces everyone to do something: pay attention. These days, the ability of a creator to capture the most attention in as little possible time is what makes them cut through the noise… and ultimately get invited to the Grammys. Fame and legitimacy require a certain skill set, of course, but these days, it’s more dependent on the ability to capture attention — in this case, in 15-second videos.

While TikTok has provided a platform for many voices to be heard, it also raises questions about the influence and motivations behind the algorithmic curation of content. Assessing whether TikTok’s ownership by China poses a threat to American citizens raises the fundamental question of whether the algorithm operates with an agenda that may not align with our best interests. It’s crucial to recognize that multiple agendas or a topic-by-topic agenda could be influencing the media environment. This prompts us to consider who determines our best interest — and who else holds agendas that could impact the content we consume. 

As we consider potential buyers for TikTok, we’re delving into their underlying agenda. Is the primary goal simply to profit from the app’s popularity and capitalize on its massive user base? Or could the buyer have intentions to promote a specific political viewpoint? Maybe they’re looking to use TikTok as a platform to promote products or ideas, curating the content we consume to push their agenda further.

At the end of the day, our online activities often boil down to the power to control what we see. 

What does this all mean for marketers?

Understanding digital media ownership – and how the creator landscape on TikTok affects today’s discourse – is crucial for us as marketers. The almighty algorithm may seem daunting, but approaching it head-on is what will ultimately give a brand the power to take control and drive the conversation rather than the other way around. Here’s why it matters:

• Brand alignment: Platform owners set the rules and atmosphere. If their agenda doesn’t align with your brand values, it can affect your reputation.
• Content reach: Knowing who controls the platform helps you navigate its audience and ensure your content resonates with the right crowd.
• Privacy and security: Platforms handling customer data need to prioritize privacy and security. Without clear ownership, customer trust and data security can be risked.
• Advertising effectiveness: Platform algorithms play a big role in ad targeting. Understanding ownership helps ensure your ads reach the intended audience effectively.
• Risk management: Being aware of the risks associated with platform ownership allows you to make informed decisions and mitigate potential challenges.

In essence, staying informed about digital media ownership isn’t just about tech talk—it’s about safeguarding your brand’s reputation, effectively reaching your target audience, and managing risks in today’s ever-evolving digital landscape.

All eyes on Capitol Hill — and TikTok

As the impact of powerful online discussions increases, so does the role of algorithm-based platforms like YouTube and TikTok in shaping our perceptions and behaviors. These platforms not only influence our purchasing decisions but also deeply affect our political beliefs, interactions with others, and overall perspective on understanding today’s world. The way algorithms curate and serve the vast amount of content generated by various subcultures poses a unique kind of challenge for today’s marketers. With little accountability or awareness, harmful or hateful subcultures in the digital shadows could thrive unchecked.

By fostering accountability and promoting positive interactions, we can work toward a digital culture where everyone’s voice is valued and do our part in fostering collaboration and uplifting communities in the digital space. It’s up to us to create a safe online environment where diverse voices can thrive.