A Review of Reasons for TikTok’s Global Surge

Abstract

TikTok is a short video application launched in 2016, containing numerous types of videos and initially positioned as a live social network service focused on music sharing. TikTok's parent company, Bytedance, is a Chinese high-tech company with a market value of 75 billion U.S. dollars and was recognized as the world's most valuable startup in 2019. Since TikTok's inception, there were more than 700 million downloads in 2019, making TikTok one of the most downloaded programs in the world, and one of the most popular mobile video products, attracting millions of users worldwide. This paper aims to review the reasons for the "TikTok" app's steady expansion and why it has gained the favor of all platforms, admirers, and capital by analyzing the current related literature review. By synthesizing the relevant scholarly literature, it suggests the reason for the booming of TikTok is that it has a variety of effective marketing strategies, precise algorithm technology and meets the needs of users based on the uses and gratification theory.