TikTok "tools"

Video creators have all sorts of tools available.

Filters as on Snapchat.
The ability to search for sounds to score your video.
It provides extensive reasons and prompts.
Hashtags play a large role as a functional organizing principle.
It nudges you and makes it easy to come up with material to post.
Users are encouraged to engage with other users in two ways: Through "response" videos and through "duets" where a user replicates a video and add themselves alongside.

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How Tik Tok is tapping into Generation Z - and why luxury brands are jumping on board

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telegraph.co.uk

As TikTok moves into shoppable content, could every teenager's favourite video platform be the future of luxury marketing? My introduction to TikTok was at 1am one night last summer. My next-door neighbours had left their teenagers home alone, and they had spilled out into the garden with a dozen or so friends.

Key Ideas

TikTok

TikTok is a breakthrough social media platform with millions of mostly young users worldwide, who share short videos and funny clips with matching music.

Lately, its populari...

Gen Z

The appeal of TikTok is mostly among Gen Z, who love music, weird behaviour, humour and fashion. They love the blend of a social media network which is focused on consuming and creating viral content, along with catchy music.

Worth Billions

TikTok, whose Chinese owners are worth billions now, wasn’t the first-of-its-kind app but became a runaway success due to its unique format. Music biggies became early adopters of the TikTok format, using creative techniques to magnetically lure viewers and ensure it goes viral.

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The Era of Antisocial Social Media

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hbr.org

Social platforms are still reporting robust growth - yes, even Facebook - despite a growing chorus of opposition. Social conversation continues to shape everything from culture to the media cycle to our most intimate relationships. And we now spend more time than ever on our phones , with endless scrolling through our social feeds being a chief reason why.

Key Ideas

Anti-Social Social Media

Studies show that the younger demographic wants restricted, private, secure and exclusive networks which cannot be thronged by unwanted people, like their parents.
These exclusive online social ...

Private Messaging Campfire

Private messaging services like Facebook Messenger and Whatsapp are where private interactions happen and people are comfortable sharing details in private group messaging.
There are new applications like Tex-Rex, The Infatuation, or Community which are helping brands penetrate this private space.

Micro-Communities Campfire

Micro-communities are platforms where people gather around shared interests, beliefs or passions. Some examples are Facebook Pages and Groups, Instagram Stories, Slack and Youtube.

Brands can tap into this by partnering with influencers who have the kind of demographic they are targeting.

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