How will you increase the number of users on TikTok?

Certainly, I'll address the question of increasing the number of users on TikTok from the perspective of a seasoned VP of Product. I'll structure my response according to the guidelines you've provided.

Introduction

The challenge at hand is to increase the number of users on TikTok. This growth question is crucial for maintaining TikTok's position as a leading social media platform in an increasingly competitive landscape. I'll outline a comprehensive strategy that addresses user acquisition, retention, and engagement, while considering market dynamics and potential risks.

Step 1

Clarifying Questions

• Based on the growth challenge described, I assume we're focusing on global user growth for TikTok. Is that correct, or are we targeting specific regions?

Why it matters: This helps tailor our growth strategies to specific markets or cultures. Expected answer: Global growth, but with a focus on underperforming regions. Impact on approach: Would prioritize localization and region-specific content strategies.

• Considering TikTok's current market position, are we looking at aggressive growth targets or more sustainable, long-term user acquisition?

Why it matters: Influences the balance between rapid expansion tactics and building lasting user engagement. Expected answer: A mix of both, with emphasis on sustainable growth. Impact on approach: Would focus on both viral acquisition methods and retention strategies.

• Given TikTok's existing user base, are we primarily targeting new user segments or aiming to increase engagement among current users?

Why it matters: Helps determine whether to focus on acquisition or activation/retention strategies. Expected answer: Both, with a slight emphasis on new user segments. Impact on approach: Would develop strategies for both new user acquisition and increasing current user engagement.

• Considering recent global events, are there any specific regulatory or privacy concerns we need to address in our growth strategy?

Why it matters: Ensures our growth tactics comply with evolving international regulations. Expected answer: Yes, particularly regarding data privacy and content moderation. Impact on approach: Would incorporate robust privacy measures and content guidelines into growth strategies.