THE AMAZING WORLD OF TIKTOK

Dona Senara profiles the cultural phenomenon shaping the world of zoomers

Within six years, TikTok has achieved unprecedented global success in the realm of social media, marking one of the most remarkable ascents in digital history. The short form video app boasts a staggering 1.9 billion users worldwide and holds a prominent position as the sixth largest social media site with over 1.5 billion active monthly users.

This exponential growth has captured the attention of marketers who are flocking to TikTok to invest heavily in advertising due to its potential to rapidly reach large audiences.

So how did it become an important part of Gen Z’s world?

TikTok’s unique appeal lies in its format for short videos, often under a minute, which caters to a fast-paced world. This format revolutionised entertainment consumption and enabled users to quickly scroll through a diverse range of content tailored to their interests, thanks to its algorithmic feed.

Furthermore, the platform has also spawned influential trends such as TikTok Dropshipping, BookTok, TikTok SEO, TikTok Made Me Buy It and TikTok Trading through its social media app.

Dropshipping in particular has gained popularity for its streamlined product distribution through e-commerce while products such as Mighty Patch by Hero Cosmetics have experienced viral success on the platform.

TikTok democratised creativity by enabling anyone with a smartphone and an idea to become a content creator. This low entry requirement has led to an explosion of creative expressions with users crafting everything from DIY tutorials to comedic sketches.

The creativity has given rise to TikTok’s own set of celebrities known as TikTokers, who attract millions of followers and influence culture.

Moreover, songs that go viral on TikTok can become chart toppers as the platform has become a launchpad for new music. Its dance challenges have made choreography a mainstream form of entertainment and even inspired professional dancers to embrace the platform.

TikTok has not only changed how we consume entertainment but also how people interact with each other. The platform’s duet and reaction features enable users to engage with content at a personal level. This has created a sense of community and interactivity that sets TikTok apart.

It has also challenged conventional beauty standards, promoted individuality and authenticity, and influenced real world trends in fashion, beauty, dance and more. This greatly impacts Gen Z’s self-esteem and body image, and fosters a more inclusive and accepting online culture.

The platform has played a role in the political arena too.

During the 2020 US presidential election, TikTok users famously reserved tickets for a Trump campaign rally in Tulsa with no intention of attending it. This resulted in a low turnout and demonstrated the platform’s potential to mobilise its user base for political and social causes.

Despite its immense popularity however, TikTok has not been without controversy.

Data privacy and security concerns have led to scrutiny and even bans in some countries. The platform’s addictive nature has also raised concerns about screen time and its impact on mental health.

According to Physicians Postgraduate Press, mental health concerns surrounding the app predominantly stem from videos where Gen Zs self-diagnose emotional and psychological ailments before declaring them-selves undiagnosed.

However, the Press also states that it can inspire people to take a proactive approach to their mental health and connect with like-minded individuals. Injecting levity into these conversations could encourage people to share their experiences and help alleviate the pain of doing so.

The platform has become a cultural force in reshaping entertainment, influencing trends and altering social behaviour. As it continues to evolve, TikTok’s impact on Generation Z and society is poised to expand.

TikTok stands as a cultural phenomenon that’s establishing itself as an integral part of the digital world.