The TikTokification of Social Media Continues and Nothing is Interesting
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

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I was scrolling through Twitter the other night when the app decided to undergo an update. Instead of seeing content from people I follow, I was suddenly subjected to its new āFor Youā feature, which offers content recommended by its algorithm.
Yes, that sounds more dramatic than it actually is. It was at most a minor disruption to my evening of judging Golden Globes fashion. Still, it's just the latest example of the TikTokification of every tech platform.
The update works like this: Twitter users can now opt to view content from people they follow or allow the algorithm to determine what they see. This recommended feed which is now the default option when users open Twitter, pushes content the app thinks users will like.
Sound familiar? It should because Twitter is hardly alone in its attempt to roll out features that echo TikTok.
Tumblr
One platform that gets less attention than the more mainstream platforms is Tumblr. The blogging platform which people viewed as semi-obsolete has made a minor comeback after an influx of so-called āTwitter refugeesā joined Tumblr in their search of a replacement social media site. In November, the iOS app saw a 58% increase in downloads.
A month later, the blogging platform introduced Tumblr Live, which allows users to livestream directly from the platform. TikTok obviously didnāt invent livestreaming. But that Tumblr, an app that made its name from images, is suddenly dabbling in video features indicates that at the very least it needs a new roadmap to survive.
In addition, Tumblr also introduced a āfor youā feed last year. Like Twitterās latest update, users can choose between a feed full of people they follow or a feed full of recommendations. Though its algorithm isnāt nearly as advanced as TikTokāsāanytime Iāve tried to use it, the feed is practically identical for multiple days in a rowā itās yet another sign of how similar the app feels to TikTok.
In December, Instagram chief Adam Mosseri said one of the platformās goals for 2023 is to help people discover what they love. That meant it too was going to change course and prioritize recommended content over posts from followers.
But the algorithm isnāt the only change Instagram has made to the platform. In May, the company began to make content take up a userās entire phone screen instead of being constrained by borders. The update was meant to better showcase video contentāand further imitate TikTokās interface. But the announcement was met with so many complaints that Instagram backtracked the update.
Like Instagram, Meta also made changes to Facebookās algorithm. In July, the company began pushing recommended videos to usersā feeds. In addition, public posts that the algorithm thinks are similar to previous content users have interacted with are now the primary content on the Facebook app. CEO Mark Zuckerberg described it as a "major shift. " And heās right, gone are the days of Facebook as a āsocial network.ā
YouTube
Since YouTube launched its TikTok copycat in 2020, Shortsā 1.5 billion monthly users has surpassed TikTokās one billion users. And more creators are seeing Shorts as a more viable option to TikTokās monetization options. Next month, some Shorts creators will be able to receive a portion of the ad revenue from their content, which might encourage users to prioritize YouTube over TikTok. Of all the copycats, it seems like YouTube Shorts is the only one to actually find a way to entice creators.
Couple that with the fact that TikTokās future in the United States in limbo, each of these platforms likely wants to be the primary replacement should the video-sharing app be banned. And since most users donāt care about the political or business motivations behind all of this blatant feature plagiarism, the imitation game could lead to a financial boon.
But there is another possibility too: users could abandon ship. If platforms they once loved become completely unrecognizable, why would they stick around when they can move to TikTokāthe original.
Letās be honest, no one who actively watches livestreamed videos will choose Tumblr as their primary platform. Many believe Twitterās many recent changes have made the platform worse. And creators have told me that theyāre struggling to keep up with Instagramās ever-evolving algorithm.
In a sense, all of these platforms are eating themselves in their attempt to beat each other. And, sure, people probably wonāt stop using these platformsābut, like me, they could find themselves pausing more often to reconsider which of them they could do without.
- TikTokās Latest Quest: Actually Being a Social Media Platform āŗ
- Why TikTok Doesnāt Want To Be a Social Media Company āŗ
- TikTok Timeline Update: The Rise and Pause of a Social Video Giant āŗ
- TikTok Is Giving Creators a New Way To Earn Ad Revenue āŗ
- Social Media Algorithms May Be Annoying, But We Can't Quit - dot.LA āŗ
- Why Ubiquitous Wants To Pay You To Watch TikTok - dot.LA āŗ
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.