Why is TikTok Refusing to Be Called a Social Media Platform?

When most people think of TikTok, they lump it together with other social media giants like Facebook, Instagram, and Snapchat. 

But TikTok says it’s time to rethink that. According to the company, the app isn’t just another social media network, it’s something different entirely.

At a recent media workshop in Lagos, Keagile Makgoba, TikTok’s Head of Communications for Sub-Saharan Africa, made a bold statement: TikTok should not be viewed as a social media platform. 

Instead, she described it as a “content growth platform” that thrives on creativity rather than social connections. So, why is TikTok pushing this narrative?

Creativity over popularity

The core of TikTok’s argument lies in how its algorithm works. Unlike traditional social platforms that reward users based on their network of friends or followers (a social graph), TikTok operates on what it calls a content graph. 

This means that videos trend not because of who you know, but because of how good your content is.

This shift emphasizes merit over influence. A user with no followers can go viral overnight, simply by posting a compelling video.

Discovery-driven, not relationship-based

Makgoba explained that TikTok is built around content discovery tools. One of those tools is the ‘STEM feed,’ which showcases educational content around science, technology, engineering, and math. 

Over 10 million STEM-related videos have already been uploaded, and according to TikTok’s internal data, 96% of time spent on the platform happens in the ‘For You’ feed, a personalized stream that highlights top-performing content, not necessarily from people you follow.

In other words, users are spending time exploring, not socializing.

More than just entertainment

TikTok is also pushing into serious spaces like education and mental health. In 2023, the platform launched its Mental Health Education Fund, helping organizations reach millions with uplifting, informative content. 

With over 173 million impressions and hundreds of thousands of new followers, TikTok is showing that it can be a force for positive change,not just viral dances and skits.

It is a platform with purpose

Beyond content, TikTok has emphasized safety and responsibility. The platform combines AI-powered moderation with a global team of human reviewers to monitor content and enforce guidelines.

It claims to maintain a “local approach” to policy enforcement, ensuring relevance and respect for regional contexts.

The company also views itself as a tool for creators to grow, educate, and build communities,,not necessarily to keep up with friends or follow celebrity gossip.

Is TikTok a social media or not?

It depends on how you define social media. If it’s about connecting with friends and building social networks, then TikTok is clearly different. 

But if it’s about user-generated content, trends, and digital interaction, it still sits somewhere in the broader digital ecosystem.

However, by framing itself as a content discovery engine rather than a social network, TikTok is positioning itself for the future, one where creativity, education, and relevance matter more than likes and follows.

Whether or not the public accepts that label shift is another story. But for now, TikTok is drawing its own line in the sand.