Unlike other mainstream social platforms, the primary way content is distributed on TikTok is through an algorithmically curated “For You” page; having followers doesn’t guarantee people will see your content. This shift has led average users to tailor their videos primarily toward the algorithm, rather than a following, which means abiding by content moderation rules is more crucial than ever.
Social media has slowly moved away from communication between people who know each other to people who are farther apart in social spaces. Increasingly in 2021 onward, some platforms like TikTok have acted as a distribution platform and ignored explicit social connections like follower/followee in lieu of algorithmic-only feeds to distribute content to people based on a variety of criteria including popularity of content and the readers' interests.