Diffusion Theory


Diffusion of Innovations is, "a theory that seeks to explain how, why and, and at what rate new ideas and technology spread." Numerous technologies have followed this same pattern. To better understand the why and what, it would be beneficial to focus on one technology or app. My example with be TikTok.

TikTok originally merged with Musical.ly which was an app dedicated to short videos with music. These videos would typically be of people doing short dances to parts of a song. In this case, the innovators were influencers who came from Musical.ly to TikTok to continue making content. 

Early adopters of TikTok were most likely these influencer's audience. They came over to TikTok to watch their favorite's new content and they slowly began to create their own content. That is dance videos or other forms of entertainment like short gameplays, news, animations, vlogs, or comedy. These people most likely became early adopters due to their interest in the original creators and/or a curiosity about this new app or video format. The early majority are the general consumers of entertainment. They were drawn in by the fact that there were more than just dance videos appearing on TikTok. The early majority became consumers and not usually creators. 

The late majority of people tended to be more skeptical of the app, unwilling to change what their used to. That possibly being Instagram, Twitter, or even the old Musical.ly. Some people are just late adopters due to their stubbornness to intake another application, and some are paranoid due to the surveillance controversies of TikTok. Finally, we have the laggards. Laggards are the final people to adapt to the new technology. They most likely haven't downloaded TikTok because they don't have a use for it and are stubborn/paranoid like the late majority - but they just take it more seriously. 

Another reason for not adapting to TikTok is probably the possibility of getting addicted to it, much like other apps. Since its a collection of short entertaining videos, it's possible to let time fly by unknowingly. Though TikTok has its downsides, it has its positives. It allows for a quick way to get to know news, a way to connect with communities similar to your own, and has content for all ages. 


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