In the digital world, AI has changed the way we consume and engage with content on social media platforms like TikTok.
Positively, the use of AI technology has led to the sophisticated development of algorithms responsible for making videos go viral and reaching a wide audience. But AI-generated content continues to be questioned for its addictive and potentially harmful effects on users.
In this blog, we’re unpacking both sides of AI and its influence over TikTok. Asking whether artificial intelligence is making or breaking businesses on the platform.
What Is AI and How Does it Work?
AI is defined as a computer or other machine's ability to exhibit or simulate intelligent behaviour. You read that right. SIMULATE. It’s these traits exhibited by the technology that has caused quite a stir both online and in mainstream media.
AI's Role in TikTok
But how does AI affect TikTok’s algorithm? On TikTok, AI pushes personalised video content onto viewers For You Pages based on their preferences. For example, if you’re an animal lover like myself, I'm sure your FYP is full of cute puppies and cat memes.
Whilst these videos are seemingly lighthearted, the process is a lot more structured than you realise, as AI is tailoring the algorithm to you. This positively impacts both the user and developers of the app. You enjoy interacting with a platform that's made for you, and in turn, as you like, comment and share, TikTok can seamlessly understand what content its users appreciate.
The Future of AI for Businesses on TikTok
As we grow and begin to understand AI’s potential, both for better and worse, it also means businesses can strategise the delivery of their content to the algorithm. Organically, companies can reach a wider audience and build a personality behind their brands for viewers to invest in. With the help of AI, brands are offered an opportunity to be personable with their customers through trending sounds and viral videos. Making the TikTok experience all that more magical.
On the other hand, with great power comes great responsibility, and brands must be careful when navigating the platform. As almost 40% of Gen Z use TikTok for search instead of Google, it is inevitable that brands will be able to reach a younger audience on the platform. On average, users spend 52 minutes on the platform each day, a total of more than 6 hours per week. So, whilst the addictive nature of TikTok is a testament to the progress in AI, it also raises concerns about user mental health, privacy and safety.
The Verdict
Whilst AI on TikTok does make it all that more addictive, it's important to remember that all social media apps are designed to be exactly that. A space to socialise and share memes, videos or images quickly and repeatedly.
Thanks to TikTok’s AI technology, businesses can powerfully execute ads, create content and gain exposure in just a few seconds. So it’s safe to say the algorithm is the best in the social media class. And the rapidly growing popularity of the app is a fact businesses shouldn’t ignore.
