TikTok is fully reliant on AI, and that makes all the difference. Rather than asking users to tap into a video thumbnail or click into a channel, the app’s AI algorithms decide which videos to show users.
The full-screen design of TikTok allows every video to unveil both positive and negative signals from users (positive = a like, follow, or watching until the end; negative = swipe away, press down). Even the speed at which users swipe a video away is a relevant signal.
Instagram, on the other hand, uses AI as a tool instead of the actual product.