Introduction to TikTok’s situation in 2024
Quick analysis of current growth and influence
With over 1.67 billion active users worldwide in 2023, TikTok has become a true giant of social media. Available in 155 countries and in 75 languages, this short-form video sharing platform has established itself as a global hub, attracting audiences from all walks of life.
In the United States, the number of users has jumped by 50% since August 2020 to reach nearly 150 million. Key markets like Indonesia and Brazil have approximately 100 million and 83.33 million users respectively. In Europe, TikTok gathers 150 million active users, including 14.9 million in France who log in each month.
This explosive growth places TikTok at the center of marketing strategies for companies aiming to reach a broad, engaged audience—particularly Millennials and Gen Z. Even Google’s Senior Vice President acknowledged that 40% of young people now prefer using TikTok or Instagram for their searches, rather than Google Maps or Google Search.
Analysis of Organizational and Technical Challenges
Technical and Infrastructure Challenges
With a user base that keeps expanding, TikTok’s ability to handle this massive growth and meet demand is a major technical challenge. The app must continuously strengthen and update its infrastructure to ensure a reliable and high-performing service.
This requires significant investments in powerful servers, sufficient bandwidth, and robust security protocols to protect user data. Frequent outages or slowdowns could degrade the experience and drive users toward competing platforms.
TikTok must also provide a smooth, bug-free experience across a wide range of devices and operating systems used by its audience. This demands ongoing development and testing efforts to keep up with technological changes.
Finally, with millions of videos uploaded each day, the app faces a major challenge in content moderation. It must continually improve its AI algorithms and bolster its human teams to identify and remove problematic content (violence, hate speech, misinformation, etc.) quickly.
Challenges Linked to Internationalization
Present in over 150 countries, TikTok must navigate a mosaic of local regulations concerning data protection, online censorship, and compliance with national laws. A real headache for an app boasting over a billion users worldwide.
In Europe, the General Data Protection Regulation (GDPR), in effect since 2016, imposes strict rules on collecting and using personal data from European citizens. To comply, TikTok launched “Project Clover,” creating data centers in Ireland and promising that European user data would be processed locally.
But doubts remain about the effectiveness of this setup—TikTok admitted in late 2023 that employees in China could access that data. A problematic breach, especially as several European countries such as Denmark, the UK, and EU institutions have banned TikTok from government devices.
Ongoing adaptation is essential to avoid violating local content laws.
Demographic Changes and Audience Impact
Declining Popularity and the Risk of Losing a Young Audience
TikTok has experienced explosive growth in recent years, particularly capturing the attention of younger generations. However, challenges are emerging around maintaining that popularity. According to Statista data, around 71.3% of TikTok’s global users will be under 35 in 2023, and nearly 39% will be under 25. While these figures show strong youth presence, the gradual aging of this audience raises questions about sustaining long-term enthusiasm.
As current users grow older and their interests evolve, TikTok could face a decline in popularity among this key age group. As highlighted in the Senate report “La tactique TikTok”, the fast-changing preferences of teens, the rise of new, more appealing apps, and the shift to following new online communities all represent ongoing challenges to TikTok’s efforts to retain its young audience.
To maintain its appeal, TikTok must constantly innovate and adapt to the shifting expectations of this key demographic. This will require offering fresh, attractive content, launching unique new features, and developing a deep understanding of evolving tastes and behaviors among young users.
Privacy and Data Security Issues
Beyond demographic aspects, TikTok faces critical challenges around protecting users’ personal data. Accusations of excessive data collection, privacy violations, and potential legal and regulatory consequences weigh heavily on the platform’s reputation and user trust.
As TikTok acknowledged in fall 2023, European users’ data was accessible from China, even though it was stored in Europe. While the company denied passing this information to the Chinese government, doubts remain. These revelations highlight the urgent need for TikTok to drastically strengthen its privacy policies to reassure both users and authorities.
The launch of the “Texas” project in the U.S. and “Clover” in Europe—aimed at hosting American and European user data locally—is a first step. However, as digital technology expert Mathieu Abeille points out, these initiatives cannot fully address lingering concerns. Increased transparency, regular independent audits, and strict compliance with regulations like the European GDPR will be essential to rebuild trust.
Regulatory and Geopolitical Constraints
Conflicts with regulators and impact on operations
TikTok operates in an increasingly strict regulatory environment and faces heightened scrutiny from regulators worldwide. In 2024, the platform will have to navigate multiple lawsuits and government pressures that threaten its operations.
In the U.S., the “Protecting Americans From Foreign Adversary Controlled Applications Act” passed in April 2023 gives TikTok 270 days to find non-Chinese investors or face a nationwide ban. Although TikTok has filed a lawsuit citing a violation of free speech, the outcome remains uncertain amid ongoing political tension.
In France, the Senate’s July 2023 report “La tactique TikTok” recommended an ultimatum, threatening to ban the app by January 1, 2024, unless concerns about foreign interference and data security were addressed. This illustrates growing governmental pressure to regulate TikTok more tightly.
Faced with these challenges, the platform must demonstrate transparency and cooperate with authorities while defending its interests. Finding the right balance between regulatory compliance and business continuity will be critical to TikTok’s future.
TikTok and National Sovereignty Issues
Caught in the geopolitical crossfire between China and Western nations, TikTok finds itself under suspicion of acting as a tool of influence for Beijing. The platform’s dealings with various governments will be key to its long-term development.
ByteDance, TikTok’s Chinese parent company, is viewed with suspicion over its proximity to the Chinese government and its potential access to user data. Despite TikTok’s denials, concerns over Chinese political influence persist, as documented in the French Senate report.
To ease these fears, TikTok has launched several initiatives: local data centers, independent audits, and moderation programs with “fact-checkers.” However, these efforts have not been enough to dispel all doubts. For some governments, a sale of TikTok to independent, private interests may be the only acceptable solution.
The 18–25-year-old audience is particularly impacted by these issues.
As frequent TikTok users, they are directly affected by data privacy concerns and risks of political interference. The Treez app, by emphasizing transparency and privacy protection, can position itself as a reassuring, ethical alternative in this uncertain landscape.
By rewarding authentic interactions and safeguarding user data, Treez offers a rich social experience without compromising trust. It is by leaning into these values of transparency and integrity that Treez can stand out and attract this young, engaged audience—one seeking a platform that is both entertaining and respectful of their interests.
Marketing Strategies and User Engagement
Trend Analysis and Popular Challenges
In 2024, TikTok trends and challenges will continue to significantly impact user engagement. Hashtag-based challenges can be a powerful tool for increasing brand visibility when well executed. For example, the #InMyDenim challenge launched by Guess, encouraging users to showcase their best denim look, generated strong engagement.
Marketing on TikTok: Tools and Strategies for Brands
Among the standout TikTok campaigns of 2024 is Decathlon’s. By humorously responding to user comments in dedicated videos, the brand succeeded in generating strong engagement while showcasing its products in an original and authentic way.
Showing behind-the-scenes content and the manufacturing process is also a winning strategy, as proven by Domino’s Pizza with its Halloween “Spooky” pizza prep video. Transparency and “behind-the-scenes” content are highly appreciated by TikTok users.
Encouraging shares through funny or cute videos—even if unrelated to products—can be a powerful visibility tactic, like the puppy video posted by a pet-sitting service.
Brands have every reason to collaborate with influencers to reach a broader audience and benefit from the trust they hold with their followers. According to a ValueYourNetwork study, the presence of an influencer can boost ad recall by 27%.
More insights are available on the podcast detailing how brands use TikTok.
Future of TikTok and Outlook
Statistical Projections for Late 2024 and Beyond
Despite increased competition and the risk of an aging user base, TikTok is expected to continue its exponential growth. According to Digimind projections, the app could reach 2 billion active users by 2024, and 2.25 billion by 2027.
The platform will likely continue to dominate social media in terms of average user time spent. According to a BDM study, TikTok users spend an average of 95 minutes per day on the app—much more than competitors like Instagram (51 minutes) or Facebook (49 minutes).
However, TikTok must overcome several challenges to maintain its appeal. Rapid shifts in teen preferences (historically its core audience) and the rise of new social networks are serious threats. Retaining its young user base will be key to TikTok’s future.
Adaptability and Potential Innovations
To keep users engaged, TikTok is betting on constant innovation and the development of new features. Some concepts under consideration include:
- An extended reality feature to create even more immersive and spectacular special effects in user videos.
- A “stories” tool for sharing fleeting, day-to-day moments more spontaneously.
- A news section with verified video content to fight misinformation, similar to Snapchat Discover.
- A more rewarding monetization system to attract and retain top-tier content creators.
- An integrated e-learning platform enabling users to learn new skills directly on TikTok.
The app will also likely continue investing in live shopping and social commerce, two highly promising trends. According to a Hootsuite study, 49% of TikTok users say the app has already influenced their purchasing decisions.
