TikTok has a very good algorithm for suggesting content for users, and this can end up with different users being exposed to radically different subsets of content offered through TikTok: in scientific terms, it’s very easy to get stuck in different local minima.

So for many users, TikTok will not involve “showing off to friends”, will not involve audio trends, and will not involve memes at all.

These users would describe it as containing short-form video content relevant to whatever their particular niche or interest may be.