Diffusion Theory

Everett Rogers developed a theory in 1962 known as the Diffusion of Innovations Theory. This theory explains how products or technology spread through society over time and is widely used in marketing, social sciences, and various branches of communications. It applies 5 main categories to the population: innovators, early adopters, early majority, late majority, and laggards. These titles are given based on how quickly people begin using the technology or product. It also covers factors that would influence the spread of a technology, like how easy it is to use or cost. 

TikTok

TikTok has recently become one of the most popular apps on the market. It has experienced intense exponential growth since 2018, going from 133 million users to 1,925 billion users worldwide in 6 years. It has reshaped the way media is consumed, with an algorithm-based delivery system that can feed users hundreds of videos relevant to their interests in minutes. Each year, the average screen time on TikTok goes up, with an average of 27 minutes in 2018 and now a whopping 58 minutes. So why did this app catch on so fast? How did it become so popular so quickly? 

TikTok's success can be directly applied to the Diffusion Theory. TikTok utilized major influences on the masses to make their platform grow. Their algorithm gave them an advantage over other platforms, allowing random users to go viral instead of basing it on follower count. Simple, fun videos would bring the smallest users millions of views, making users more inclined to be active on the platform. The early adopters of TikTok would be Gen Z, due to the short, music-based videos that were simple and fun to create. Most of the generation was already familiar with this type of media (myself included) due to other platforms like TikTok's predecessor, Musically. TikTok really began to take off when influencers such as Charli D'Amelio skyrocketed into pop culture, bringing more attention to older generations. A specific scenario would be when Charli and another influencer, Addison Rae, went to the 2020 NBA All-Star Game. The content was filmed by ESPN, the athletes, and other companies. This brought major attention to the app, branching it out to all types of people instead of just their users. 

Major companies and professionals (actors, athletes, scientists, politicians, etc.) among the prior generation would be considered late adopters. It wasn't until after the monetization and popularity of these influencers that companies would begin to join the app to attempt to make their own products viral and use these influencers to advertise them. Politicians began using the platform as a way to connect with younger audiences, and scientists would use the app to share their discoveries with hopes of becoming famous. These influences caused the app to grow to a wide range of ages and users, and the app has continued to grow and improve to make it more user-friendly and informational for older generations. However, there have been skeptics and nonadopters due to privacy and safety concerns with the Chinese government, while others simply avoid it due to its addictive algorithm. 

The benefits of TikTok far outweigh the negative. The app allows users the freedom of expression to create videos as they please, provides entertainment for billions, and allows thousands of businesses to create and sell products online easily. It creates communities similar to platforms like Reddit while combining the entertainment aspect of previous apps like Vine. The app has revolutionized the way social media is consumed, with nearly every platform following a similar swipe-up algorithm. 

Diffusion Theory allows us to examine technologies such as the iPhone or TikTok and understand why they became so successful or why they fail, providing marketers and companies with the necessary tools to succeed in the online market.