Social media platforms are used for both entertainment and information sharing purposes across diverse populations in the world. Though content in all possible formats is shared in these platforms, there is a differential preference among the users. Despite the phenomenal growth and adherence to the regulations, TikTok, a video sharing platform, is dissuaded by a few governments and is discontinued by the users. But this platform seems to be preferred by people who are from semi-urban and are digital have-less. The present paper attempts to understand the non-use of TikTok in India. This paper has explored the negative perceptions resulting in the nonusage of social media among individuals by taking the case study of the application TikTok. For that, a qualitative approach was used, and twenty in-depth semi-structured interviews were conducted from various regions in India through online and offline mode. The data were analyzed using a thematic analysis approach. A framework is provided to understand why people may not use social media platforms. Suggestions are also given as to how social media platforms can be altered or redesigned to appeal to a broader set of people. Numerous reasons were identified that resulted in negative perceptions about the platform. The findings indicate that individuals seem to dislike TikTok mostly because it leads to a waste of time, does not contribute to knowledge, and includes unrealistic and unethical content. People appeared to be concerned about the social stigma attached to it. Specific measures are suggested, for instance, filtering out content, culture-specific user interface, statutory warnings, safety, and encryption to address the negative perceptions and to improve the authenticity of the platform.