The TikTok miracle: cracking the code of TikTok’s platform strategy

Purpose: This study decodes the winning platform strategies behind TikTok's rapid rise in the social media ecosystem, aiming to provide generalizable insights for companies in the platform economy. It explores how TikTok overcame the formidable network effects of dominant platforms like Meta and identifies the platform strategies that fueled its unprecedented growth. The research offers a strategic framework for businesses aiming to innovate and grow in the competitive platform economy. Design/methodology/approach: A multi-faceted research approach was employed, including: 1) literature review on TikTok’s platform strategies, 2) on-the-ground observations of TikTok usage and trends, and 3) a comprehensive analysis of TikTok's platform design and features, user interface, and content distribution algorithms. This approach combined theoretical knowledge with practical insights. Findings: The study identified six key platform strategies driving TikTok's success: 1) Create a fun and immersive user experience; 2) Build network effects by supporting creators; 3) Harness human psychology in AI algorithms; 4) Foster viral dissemination via social Interactions; 5) Transform its weaknesses into strengths in competition; and 6) Cultivate a super-app with continuous innovation. These strategies enabled TikTok to rapidly gain market share and challenge established social media giants. Originality/value: This study provides novel insights into the platform strategies that enabled TikTok's unprecedented growth in the social media landscape. By dissecting TikTok's winning platform strategies, it offers valuable lessons for businesses seeking to innovate and succeed in the platform economy.