By Norizam Binti Ahmad @ Muhammad, Faculty of Accountancy, Universiti Teknologi MARA, Cawangan Perlis.
TikTok, a social media platform that has taken the world by storm, has experienced a meteoric rise to fame since its inception a few years ago. This article explores the evolution of TikTok, examining its global success and impact on popular culture. Additionally, it examines the platform's potential for financial gain and its role in promoting education. By delving into these aspects, we gain an understanding of TikTok's journey and its influence on various spheres of society.
TikTok's rapid popularity can be attributed to its unique and addictive format. Users can create short-form videos accompanied by music or sound bites, utilizing an array of creative tools and filters to enhance their content (Abidin & Ots, 2020). This format has proven highly engaging, with users spending countless hours scrolling through their personalized "For You" page, which showcases content curated to their interests.
Viral trends and challenges have also played a crucial role in TikTok's rise to fame. From dance challenges to lip-syncing videos, these trends have rapidly spread, capturing the attention of millions of users worldwide. Moreover, many TikTok trends have crossed over into mainstream media, with songs and dances from the platform making their way onto music charts and popular TV shows and movies (Abidin & Ots, 2020). However, it is important to assess the impact of these trends on culture and question the potential for appropriation or trivialization of certain aspects.
TikTok has made a significant impact in Malaysia, with numerous local users achieving fame on the platform. One noteworthy example is Alieff Irfan, also known as "Mat Rempit TikTok," who has garnered a massive following for his videos showcasing his skills as a motorcycle stunt rider (Nasir, 2021). Another popular Malaysian TikToker is Khaby Lame, a comedian who has gained a global audience with his humorous videos commenting on common life situations (Nasir, 2021). These Malaysian influencers exemplify the diverse talent and content that has emerged from the country's TikTok community.
While TikTok is predominantly known for its entertainment value, it has also demonstrated its potential as an educational tool. Educators worldwide have embraced the platform, creating TikTok accounts to share educational content in a fun and engaging manner (Khaerunnisa & Kurniasih, 2020). Science experiments, language lessons, and historical trivia are just a few examples of educational content that has found a home on TikTok. By leveraging the platform's popularity, educators have been able to reach a broader audience and make learning more accessible and enjoyable for students (Khaerunnisa & Kurniasih, 2020). However, it is essential to critically evaluate the accuracy and reliability of educational content on TikTok, as misinformation and misinterpretation can also proliferate on the platform.
Beyond its entertainment and educational aspects, TikTok offers users the potential for financial gain. Many individuals have successfully transformed their TikTok fame into lucrative careers, with the most successful influencers earning millions of dollars (Sharma, 2021). Opportunities for monetization on TikTok include brand partnerships and sponsorships, where influencers promote products to their audience. Additionally, the Creator Fund allows eligible TikTok creators to earn money directly from the platform based on views and engagement (Sharma, 2021). However, it is essential to recognize that financial success on TikTok is not guaranteed for all users, and the pursuit of monetary gains should not overshadow the importance of creating authentic and meaningful content.
TikTok has emerged as a global phenomenon (Moreno, 2021), captivating audiences with its unique format and viral trends (Olajide, 2023). From its rise to fame to its impact on education and the potential for financial gain (Casperson, 2023), TikTok has left an indelible mark on popular culture. However, it is crucial to approach the platform critically, considering potential challenges such as cultural appropriation, misinformation, and the sustainability of financial success. By navigating these aspects thoughtfully, we can fully appreciate the evolution of TikTok and harness its positive influence while addressing its limitations.
References:
Abidin, C., & Ots, M. (2020). Memes as a mode of political communication on TikTok. Social Media + Society, 6(3), 2056305120948169. https://doi.org/10.1177/2056305120948169
Casperson, N. (2023, March 27). How the future of TikTok may impact a generation’s financial literacy. Forbes. Retrieved from https://www.forbes.com/sites/nicolecasperson/2023/03/27/why-the-future-of-tiktok-impacts-the-fintech-industry/?sh=6fe28aa63487
Moreno, J. (2021, Dec 29). TikTok surpasses Google, Facebook as World’s most popular web domain. Forbes. Retrieved from https://www.forbes.com/sites/johanmoreno/2021/12/29/tiktok-surpasses-google-facebook-as-worlds-most-popular-web-destination/?sh=28f0b1943efb
Khaerunnisa, M., & Kurniasih, N. (2020). TikTok as an edutainment platform for language learning in the millennial era. Journal of Language Teaching and Research, 11(6), 669-676. https://doi.org/10.17507/jltr.1106.03
Nasir, M. (2021, March 17). TikTok in Malaysia: 11 popular Malaysian TikTok creators to follow. Vulcan Post. Retrieved from https://vulcanpost.com/727531/malaysia-tiktok-creators-follow/
Olajide, D. (2023, May 4). Is it time to switch off Tik Tok? PR Insider. Retrieved from https://www.curzonpr.com/theprinsider/is-it-time-to-switch-off-tik-tok/
Sharma, S. (2021, April 30). How to make money on TikTok: 4 ways to monetize your TikTok account. Business Insider. Retrieved from https://www.businessinsider.in/business/startups/news/how-to-make-money-on-tiktok-4-ways-to-monetize-your-tiktok-account/articleshow/82239814.cms
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