Document Type

Postprint

Publication Date

2025

Journal / Book Title

Strategy & Leadership

Abstract

This study decodes the winning platform strategies behind TikTok's rapid rise in the social media ecosystem, aiming to provide generalizable insights for companies in the platform economy. It explores how TikTok overcame the formidable network effects of dominant platforms like Meta and identifies the platform strategies that fueled its unprecedented growth. The study identified six key platform strategies driving TikTok's success: 1) Create a fun and immersive user experience; 2) Build network effects by supporting creators; 3) Harness human psychology in AI algorithms; 4) Foster viral dissemination via social Interactions; 5) Transform its weaknesses into strengths in competition; and 6) Cultivate a super-app with continuous innovation. These strategies enabled TikTok to rapidly gain market share and challenge established social media giants. By dissecting TikTok's winning platform strategies, it offers valuable lessons for businesses seeking to innovate and succeed in the platform economy.

Comments

© 2025. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

DOI

10.1108/SL-10-2024-0114

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