TikTok: an exploratory study of young adults’ uses and gratifications

TikTok is a short-form video focused social media app with over 80 million active users in the United States. The current study aimed to understand young adult TikTok users’ and non-users’ (n = 247) motivations (to use or not use), experiences, and perceptions related to TikTok. In total, 52% of young adults reported using TikTok. Through qualitative content analysis procedures, three themes representing participants’ experiences with TikTok were identified: (1) personal and relational amusement, (2) deterring qualities of TikTok, and (3) short videos with purpose. Results are discussed in relation to Uses and Gratifications theory and TikTok was found to meet realism, coolness, agency-enhancement, community building, bandwagon, interactivity, browsing/variety seeking, and play/fun gratifications. In terms of failed gratifications for past-users and non-users, TikTok was perceived to be too juvenile/cringey and providing too much (cyberbullying) or not enough agency (privacy and censorship).