The article examines the specifics of the social networking phenomenon, its importance and influence on current human values, life orientations and social interaction. The object of the analysis is a new, popular social network TikTok. The subject of the study was the emotional attitude of Internet users to the social network TikTok. The research method was content-analysis of feedback from users of the social network TikTok from different countries. According to the 10 categories selected for content-analisys, 114 user reviews from 7 countries published for 2021 were analyzed. The categories for analysis were users` countries, emotional background of the reviews, average rating of the app, highlighted advantages and disadvantages of the social network TikTok, etc. the analysis of the studied materials showed why TikTok has gained such popularity: what attracts and what repels people in this social network, the background of its emotional perception and the breadth of its distribution.