Commenting on TikTok’s continued importance in the culture, SMU Assistant Professor of Marketing Shilpa Madan said TikTok's algorithm to organically introduce users to new, unexpected topics across geographical lines has helped users from around the world better understand and learn about other cultures and perspectives – a function that will continue to serve it well into 2024. “Through TikTok, people can explore traditions, cuisines, music and lifestyles from around the world, fostering a greater understanding and appreciation of global diversity,” she notes. But its longevity depends on several things. “These factors include digital wellness and privacy concerns, intense competition among social media apps, regulatory issues, content moderation and misinformation, changing user demographics, and shifts in advertising trends,” she said. “Its future relevance lies in its ability to adapt to user needs, leverage its unique format for different purposes, and continue innovating in response to the changing digital landscape,” she added.
