Understanding gratifications for engaging with short-video: a comparison of TikTok use in the USA and China

Identity construction on platforms such as Instagram, TikTok, and Snapchat involves continuous processes of self-presentation, peer validation, and audience negotiation, particularly among younger users.

“Studies indicate that identity construction on platforms such as Instagram, TikTok, and Snapchat involves continuous processes of self-presentation, peer validation, and audience negotiation, particularly among younger users (Qutub, 2021; Savic, 2021; Shi et al., 2024).”

Women and minority creators on influencer cultures and short-video platforms frequently face heightened scrutiny, differential engagement, or algorithmic suppression, which can constrain visibility regardless of competence or content quality.

“For instance, research on influencer cultures and short-video platforms indicates that women and minority creators frequently face heightened scrutiny, differential engagement, or algorithmic suppression, which can constrain visibility regardless of competence or content quality (Shi et al., 2024).”

In a cross-cultural comparison of TikTok use in the United States and China, while some users primarily seek light entertainment, others pursue visibility, self-promotion, or social recognition through creative participation.

“Shi et al. (2024), in their cross-cultural comparison of TikTok use in the United States and China, show that while some users primarily seek light entertainment, others pursue visibility, self-promotion, or social recognition through creative participation.”

Professionals often report higher communicative self-efficacy on LinkedIn than on TikTok.

“For example, research shows that professionals often report higher communicative self-efficacy on platforms such as LinkedIn, where norms emphasize credentialed self-presentation, than on short-video platforms such as TikTok, where visual performance, algorithmic visibility, and creative fluency play a more decisive role (Brewer, 2018; Savic, 2021; Shi et al., 2024).”

Shi et al. (2024) found that TikTok users in both USA and China engage more actively in self-promotion and content interaction compared to users of other short-video apps.

“TikTok users in both countries were found to engage more actively in self-promotion and content interaction compared to users of other short-video apps which suggests that it is a goal-oriented platform for users seeking personal expression and recognition.”

Shi et al. (2024) found that American users placed a greater emphasis on the gratifications they seek from TikTok usage than their Chinese counterparts.

“The study further revealed that American users placed a greater emphasis on the gratifications they seek from TikTok usage than their Chinese counterparts.”

Shi et al. (2024) introduced a new model to conceptualize user engagement, highlighting escapism, relaxation, learning, procrastination, status-seeking, and community belonging as drivers of TikTok usage across both USA and China.

“The researchers introduced a new model to conceptualize user engagement, highlighting the gratifications such as escapism, relaxation, learning, procrastination, status-seeking, and community belonging as drivers of TikTok usage across both cultures.”