Rogers' Diffusion of Innovation Theory and TikTok

When TikTok emerged during my freshman year of high school, I initially dismissed it. Between honors classes, track practice, and trying to navigate the social dynamics of high school, adding another social media platform to my digital routine seemed unnecessary. I already had Instagram and Snapchat—wasn’t that enough?

Yet within months, TikTok had infiltrated our school hallways. Friends huddled together between classes to film dance challenges, and lunch table conversations revolved around viral videos from the night before. This rapid adoption perfectly illustrates what we’ve been learning about in class: Rogers’ Diffusion of Innovations theory.

Rogers’ theory provides a fascinating framework for understanding how new technologies and ideas spread through society. The adoption curve identifies five distinct groups: innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%), and laggards (16%)—each representing different attitudes toward innovation.

Viewing TikTok through this lens reveals clear patterns. My friend Calie, who downloaded it while still Musical.ly, epitomized the innovator profile—always first to discover and try new platforms regardless of mainstream approval. The early adopters followed soon after—those classmates who recognized TikTok’s creative potential before most of us.

I reluctantly joined during the early majority phase after countless “you have to see this” moments wore down my resistance. My English teacher, Mrs. Walls, initially banned phones in the classroom, but she eventually incorporated TikTok-inspired assignments and represented the late majority. And there were definitely those students and teachers who remained steadfast in their refusal to participate—classic laggards who proudly announced, “I’ll never get on TikTok.”

What resonates most deeply about Rogers’ theory is its application beyond technology to social movements. The example of women’s suffrage particularly stands out to me. Visualizing that century-long struggle on Rogers’ adoption curve transforms how I understand social change. 

Those first suffragists were true innovators who faced ridicule and resistance for demanding voting rights. The early adopters joined despite significant social costs, while the early and late majority followed as public opinion gradually shifted. The laggards opposed women’s voting rights until the constitutional amendment made their opposition irrelevant.

This perspective has me reflecting on other social justice movements throughout history. The fight for civil rights, LGBTQ+ equality, and ongoing struggles for equity all seem to follow similar patterns of diffusion, with brave innovators and early adopters paving the way despite tremendous resistance.

As I evaluate new technologies now, I consider Rogers’ five factors that influence adoption: the innovation itself, adopter characteristics, communication channels, time, and the social system. These elements provide a structured way to assess whether a new technology aligns with my needs and values.

In a world constantly introducing “the next big thing,” Rogers offers a valuable framework for thoughtful decision-making. Sometimes being an early adopter means discovering something transformative before others. Other times, there’s wisdom in waiting to see how a technology impacts society before embracing it.

The theory has even made me more conscious of my role in diffusing ideas I believe in. When I advocate for sustainability initiatives on campus or promote mental health awareness, I’m participating in the diffusion of important innovations—not just technological ones, but social ones that have the potential to create meaningful change.