How TikTok, The New "Hit Machine", Chooses Which Songs Go Viral

TikTok, a social network where people post short videos, often set to music, has become this generation's hit machine.

When Megan Thee Stallion took off her bright orange mask and walked onstage to accept her Grammy on March 14, she fought back tears and thanked God, her mother, and her managers for helping her become the first female rapper to win the award for best new artist in two decades. But the rapper, whose real name is Megan Pete, made no mention of another entity that helped turn her song Savage into a No. 1 hit: the mobile app TikTok. TikTok, a social network where people post short videos, often set to music, has become this generation's hit machine. Like many TikTok sensations, Savage appeared to bubble up spontaneously from the enthusiasm of its users, who choreographed their own dances for the song, introducing it to other fans who watched those videos tens of millions of times. That mysterious formula for success on TikTok has turned the app into the most important new social media platform in years-which in turn thrust it into the center of a major geopolitical dispute. But the success of Savage didn't come out of nowhere. It resulted from a savvy marketing campaign, where TikTok's management analyzed user data and advised Pete's label on how to promote her, eventually landing on the infectious hit as the best vehicle to do so. Social media has always been less spontaneous than it appears, but from its inception, TikTok has been even more controlled than competing apps. Company executives help determine which videos go viral, which clips appear on the pages of personalized recommendations, and which trends spill out from the app to flood the rest of the world. TikTok's hold on American culture began with Alex Zhu, who started Musical.ly, the lip-syncing app that turned into what we now know as TikTok. Zhu grew up in China and studied civil engineering at Zhejiang University. He went to San Francisco to work at global software company SAP SE. On a train ride through Silicon Valley in 2014, Zhu was fascinated by the American teenagers listening to music and shooting video on their phones and decided to create an app that joined the two.