TEENS LOVE THE VIDEO APP TIKTOK. DO THEY LOVE IT TOO MUCH?

From the perspective of teens, TikTok is a major new outlet for self-expression, one proudly home to the silly, the loud and the weird.

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To others, the Chinese-owned online video service is an unnerving black box that could be sharing information with the Chinese government, facilitating espionage, or just promoting videos and songs some parents consider lewd. (TikTok denies the first two concerns and says it’s working on the third.)

Welcome to the bifurcated world of TikTok, an emerging social-media powerhouse that lets users create and share short videos, many no longer than 15 seconds. “That’s where the Gen Z party is,” says Kory Marchisotto, chief marketer for e.l.f. Cosmetics. “That’s where they’re all hanging out.”

There’s little doubt that TikTok users find it irresistible. But TikTok is also the subject of a U.S. national-security review and a Pentagon ban. U.S. lawmakers are worried about national security and censorship risks posed by TikTok’s Chinese ownership.

TikTok draws so much attention because it’s the first China-owned social-media service to make serious inroads in the West. It’s a smash in the U.S. and other countries, attracting celebrities and companies eager to reach kids and young adults disconnected from traditional media. The NFL has an account. So do Chipotle, Reese Witherspoon, and The Washington Post. The U.S. Army previously used it to recruit soldiers.

People have downloaded TikTok 1.65 billion times, the analysis firm Sensor Tower estimates. In 2019, it was the second-most downloaded app in the Apple and Google app stores, trailing only WhatsApp. Research firm eMarketer estimates that TikTok roughly doubled its U.S. user base to 37.2 million in 2019.