The Power of TikTok
TikTok, the video-sharing, social networking platform which was originally known for lip-syncing and dance videos has since advanced, integrating itself more and more into our society.
An incredible example of the power of TikTok would be that which was shown in the days leading up to the 2020 US Presidential Election where users of the app found that their ‘for-you’ page was saturated with countless videos telling them to go out and vote.
Impressively, the voter turnout for 2020 was recorded as the highest in 120 years!
Beyond politics, TikTok also has power over other important aspects of our day-to-day lives. Firstly, the app has caused a hugely unprecedented impact on the music industry, effecting the official music chart and turning basically unknown artists into house-hold names.
Furthermore, the app has successfully morphed the very definition of ‘celebrity’, with teens and young adults being catapulted to fame and even millionaire status just from having a successful social-media presence. With ‘celebrities’ having always naturally influenced consumerism, it isn’t surprising that content creators making their career on TikTok have successfully signed deals with world famous companies. Francis Bourgeois, the much loved, British trainspotter can be found in the advert for the Gucci x North Face collaboration, whilst Kaby Lame was chosen as the face for the rebranding campaign of Hugo Boss, alongside the likes of Hailey Beiber and Kendall Jenner.
Moving forward, it will be interesting to see how TikTok continues to implement itself into society.