Internal documents from Tik Tok executives and employees reveal that the social media platform is driven to capture the attention of users. Here were some of their own internal statements:
- An internal presentation on the 2021 strategy for TikTok describes the company as being in an “arms race for attention.”
- “It’s better to have young people as an early adopter, especially the teenagers in the U.S. Why? They’ve got a lot of time.”
- “Teenagers in the U.S. are a golden audience.
- “The product in itself has baked into it compulsive use.”
- “The reason kids watch TikTok is because the algorithm is really good… But I think we need to be cognizant of what it might mean for other opportunities. And when I say other opportunities, I literally mean sleep, and eating, and moving around the room, and looking at somebody in the eyes.”
- As an internal guide on push notifications explained, a key goal of TikTok’s push notifications is to “Activate & Engage users with the right content at the right time, to encourage users to open the App more and stay longer.”
- In a chat message a TikTok employee confirmed that the company’s “goal is not to reduce the time spent” on the TikTok app, but rather to ultimately “contribute to DAU [daily active users] and retention” of users.
