Abstract
Social media has emerged as the predominant mode of global digital communication, captivating a vast and varied spectrum of users with its inventive and swift content. It fundamentally shapes how information is conveyed and social engagements are performed. This article thoroughly analyzes TikTok’s business model with a focus on advertising, virtual gifts, and e-commerce. TikTok’s core advertising revenues, which amount to £10 billion annually, are obtained through various channels, such as recommended videos, app opening screens, and search ads. However, virtual gifts represent a significant income source for TikTok, with users making substantial contributions through rewards. Regarding e-commerce, TikTok has excelled in cross-border trading, experiencing a growth of over 80 percent due to ongoing user experience enhancement, resulting in increased Gross Merchandise Value. The article concludes by assessing TikTok’s current issues and offering recommendations to improve its business model and enhance its long-term profitability. With its pioneering business approach and extensive global user base, TikTok has emerged as a trailblazer in the social media domain.
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