Analysis report on TikTok’s monthly active user attraction (a case study of North America)

Research Article
Open access

Analysis report on TikTok’s monthly active user attraction (a case study of North America)

Kangwei Xu 1* , Yu Zhao 2
  • 1 Department of China Trade and Commerce, Sejong University, Seoul, Republic of Korea    
  • 2 Division of International Trade, Kwangwoon University, Seoul, Republic of Korea    
  • *corresponding author xkw980918@163.com
Published on 26 June 2025 | https://doi.org/10.54254/2977-5701/2025.24544
JAEPS Vol.18 Issue 5
ISSN (Print): 2977-571X
ISSN (Online): 2977-5701

Abstract

This study analyzes how TikTok has achieved explosive growth in Monthly Active Users (MAUs) in the North American market, aiming to uncover the core mechanisms and strategies behind its user acquisition and retention. Through a comprehensive review of literature, case studies, and competitor comparisons, this paper summarizes TikTok’s strengths across multiple dimensions, including recommendation algorithms, product design, content ecosystem, marketing approaches, and localized operations. It elucidates the paths by which TikTok has achieved differentiated breakthroughs amid intense competition in the social media landscape. The findings reveal that TikTok maximizes content distribution efficiency through its “interest-driven + algorithm-based recommendation” mechanism, while also building a vibrant and diverse creator community via incentive structures. Furthermore, its “global platform + local operations” strategy demonstrates strong cultural adaptability. Despite challenges such as policy regulation, data privacy concerns, and geopolitical tensions, TikTok continues to show robust user appeal and growth resilience. The conclusions of this paper offer valuable insights for social media platforms seeking to develop growth strategies and expand internationally, while also contributing both theoretical and empirical foundations to the understanding of emerging short video platforms’ evolutionary mechanisms.

Keywords:

TikTok, user growth strategy, localized operations, content ecosystem

Xu,K.;Zhao,Y. (2025). Analysis report on TikTok’s monthly active user attraction (a case study of North America). Journal of Applied Economics and Policy Studies,18(5),26-32.
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References

[1]. Sharabati, A. A., AlHamad, A. Q., & Al-Zoubi, R. M. (2022). The impact of TikTok user satisfaction on continuous intention to use the application. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 125. https://doi.org/10.3390/joitmc8030125

[2]. Chen, X., Liu, T., & Wang, Y. (2023). The impact of e-service quality and e-satisfaction on users’ loyalty to TikTok in Russia and China. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2166570

[3]. Sprout Social. (2024). TikTok stats: Updated data & trends for 2024. Retrieved April 22, 2025, from https://sproutsocial.com/insights/tiktok-stats/

[4]. Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies (iJIM), 14(4), 121–137. https://doi.org/10.3991/ijim.v14i04.12429

[5]. Centeno, D. (2020). Understanding TikTok: The platform’s features, uses, and popularity among Gen Z. Journal of Digital Media Studies, 12(3), 45–59.

[6]. Wang, S. Z. (2018, November 27). A look into TikTok’s success. Medium. https://medium.com/@seanzhiyangwangsk/a-look-into-tik-toks-success-6c12ebae572c

[7]. Chen, X., Liu, T., & Wang, Y. (2023). The impact of e-service quality and e-satisfaction on users’ loyalty to TikTok in Russia and China. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2166570

[8]. Kaye, D. B. V., Chen, X., & Zeng, J. (2021). The co-evolution of TikTok and content creators: Platforms, labor, and global digital culture. International Journal of Communication, 15, 1147–1166.

[9]. Lee, J., & Lee, H. (2021). The effects of local adaptation strategy and global standardization strategy on user satisfaction in global social media services. Telematics and Informatics, 61, 101602. https://doi.org/10.1016/j.tele.2021.101602

[10]. Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies (iJIM), 14(4), 121–137. https://doi.org/10.3991/ijim.v14i04.12429

[11]. Romano, A. (2018, December 10). TikTok explains why it’s the most valuable startup in the world — but you probably only know it for its memes. Vox. https://www.vox.com/culture/2018/12/10/18129126/tiktok-app-musically-meme-cringe

[12]. Shen, Z. (2023). Research on the current development and optimization of TikTok’s digital marketing strategies. Highlights in Business, Economics and Management, 2(1). https://doi.org/10.54097/pqyn9177

[13]. Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Pew Research Center. https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/

[14]. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

[15]. Al Jazeera. (2025, January 17). What you need to know about the upcoming U.S. TikTok ban. Al Jazeera. https://chinese.aljazeera.net/news/2025/1/17

[16]. Martin, K., & Shilton, K. (2022). TikTok and the tension between national security and digital rights. Journal of Cybersecurity, 8(1), tyac012. https://doi.org/10.1093/cybsec/tyac012

Cite this article

Xu,K.;Zhao,Y. (2025). Analysis report on TikTok’s monthly active user attraction (a case study of North America). Journal of Applied Economics and Policy Studies,18(5),26-32.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Journal：Journal of Applied Economics and Policy Studies

Volume number: Vol.18
Issue number: Issue 5
ISSN：2977-5701(Print) / 2977-571X(Online)

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References

[1]. Sharabati, A. A., AlHamad, A. Q., & Al-Zoubi, R. M. (2022). The impact of TikTok user satisfaction on continuous intention to use the application. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 125. https://doi.org/10.3390/joitmc8030125

[2]. Chen, X., Liu, T., & Wang, Y. (2023). The impact of e-service quality and e-satisfaction on users’ loyalty to TikTok in Russia and China. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2166570

[3]. Sprout Social. (2024). TikTok stats: Updated data & trends for 2024. Retrieved April 22, 2025, from https://sproutsocial.com/insights/tiktok-stats/

[4]. Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies (iJIM), 14(4), 121–137. https://doi.org/10.3991/ijim.v14i04.12429

[5]. Centeno, D. (2020). Understanding TikTok: The platform’s features, uses, and popularity among Gen Z. Journal of Digital Media Studies, 12(3), 45–59.

[6]. Wang, S. Z. (2018, November 27). A look into TikTok’s success. Medium. https://medium.com/@seanzhiyangwangsk/a-look-into-tik-toks-success-6c12ebae572c

[7]. Chen, X., Liu, T., & Wang, Y. (2023). The impact of e-service quality and e-satisfaction on users’ loyalty to TikTok in Russia and China. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2166570

[8]. Kaye, D. B. V., Chen, X., & Zeng, J. (2021). The co-evolution of TikTok and content creators: Platforms, labor, and global digital culture. International Journal of Communication, 15, 1147–1166.

[9]. Lee, J., & Lee, H. (2021). The effects of local adaptation strategy and global standardization strategy on user satisfaction in global social media services. Telematics and Informatics, 61, 101602. https://doi.org/10.1016/j.tele.2021.101602

[10]. Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies (iJIM), 14(4), 121–137. https://doi.org/10.3991/ijim.v14i04.12429

[11]. Romano, A. (2018, December 10). TikTok explains why it’s the most valuable startup in the world — but you probably only know it for its memes. Vox. https://www.vox.com/culture/2018/12/10/18129126/tiktok-app-musically-meme-cringe

[12]. Shen, Z. (2023). Research on the current development and optimization of TikTok’s digital marketing strategies. Highlights in Business, Economics and Management, 2(1). https://doi.org/10.54097/pqyn9177

[13]. Anderson, M., & Jiang, J. (2018). Teens, social media & technology 2018. Pew Research Center. https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/

[14]. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

[15]. Al Jazeera. (2025, January 17). What you need to know about the upcoming U.S. TikTok ban. Al Jazeera. https://chinese.aljazeera.net/news/2025/1/17

[16]. Martin, K., & Shilton, K. (2022). TikTok and the tension between national security and digital rights. Journal of Cybersecurity, 8(1), tyac012. https://doi.org/10.1093/cybsec/tyac012

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