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Shweta Singh, Assistant Professor, Information Systems and Management, Warwick Business School, University of Warwick

TikTok's secret algorithm is its greatest strength – and could also be its undoing

TikTok Divya Facebook Meta India Instagram

TikTok now has over a billion daily users. yogendrasingh.in

I have a ten-year-old niece named Divya (not her real name) in rural northern India. Two years ago, I visited and she came running to hug me. I asked what was the best gift I could give her, and all she wanted was for me to follow her on TikTok.

Divya posts videos of her Bollywood dances and loves receiving likes for them. With around 10,000 followers, she already thinks she is a superstar. I didn’t have a TikTok account when she asked me to follow her, but, naturally, I signed up and have been enthusiastically supporting her ever since.

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