![]() ![]() It is being discussed fervently in the US political arena ( as President Trump seeks to ban it because of its current ownership by a Chinese corporation). However, as with any new app, there is a lot of confusion and even concern about TikTok. TikTok’s popularity may be in part because the 15-60 second video clips users post align well with our attention spans and desire for small bites of entertaining content, and because its algorithms work perhaps faster than their counterparts in identifying what types of content we are specifically interested in seeing. Furthermore, it is built around niches occupied by fervent and passionate users who have discovered that TikTok is a fun and engaging way to stay connected with each other about the things they love (e.g., shared interests such as magic, comedy, furries, anime, memes, sports, cooking/baking, and music). ![]() This may be in part because the 15-60 second video clips users post align well with our attention spans and desire for small bites of entertaining content, and because its algorithms work perhaps faster than their counterparts in identifying what types of content we are specifically interested in seeing (and, by extension, what we would quickly skip over). With at least two billion downloads and at least 800 million active users (and probably way more), its reach seems to be expanding rapidly with every passing week. I trust by now that you’ve at least heard of TikTok, the fledgling short-form video app that has been around since 2016 but has exploded in popularity since the beginning of the COVID-19 pandemic.
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