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

I used to be an avid user of TikTok, but the algorithm serves much less delight and serendipity than it used to

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.

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