‘It’s just not hitting like it used to’: TikTok was in its flop era before it got banned in the US

TikTok is facing its most credible existential threat yet. Last week, the US Congress passed a bill that bans the short-form video app if it does not sell to an American company by this time next year. But as a former avid user whose time on the app has dropped sharply in recent months, I am left wondering – will I even be using the app a year from now?

Like many Americans of my demographic (aging millennial), I first started using TikTok regularly when the Covid-19 pandemic began and lockdowns gave many of us more time than we knew how to fill.

As 2020 wore on, the global news climate becoming somehow progressively worse with each passing day, what began as a casual distraction became a kind of mental health lifeline. My average total screen time exploded from four hours a day to upwards of 10 – much of which were spent scrolling my “For You” page, the main feed of algorithmically recommended videos within TikTok.

At the time, content was predictable, mostly light and mind-numbing. From “Get Ready With Me” (GRWM) narratives to kitten videos and the classic TikTok viral dances, I could dive into the algorithmic oblivion anytime I wanted. I loved TikTok.

The “For You” page taught me actually useful skills like sign language, crocheting and how to cook when you hate cooking (I do). It also filled my days with extremely dumb distractions like the rise (and subsequent criticisms) of a tradwife family and the politicized implosion of several influencers in 2022 over cheating allegations. I enjoy watching urban exploration videos in which people inexplicably hop down into sewers and investigate abandoned houses to see what they can find. Over the course of many months, I watched a man build an underground aquarium and fill it with