TikTok has been the digital centre of attention for citizens and brands alike for the past few years - gaining over a billion users and harnessing powerful marketing solutions. The platform has huge influence within the tech industry, with competitors attempting to create their own version of attention grabbing video formats (👀 Meta). It has influenced how young people consume news, make discoveries and create communities centred on niche interests (welcome goblin’core). At the same time, there are serious concerns about data protection, ethics and how the platform affects young people.
Needless to say, there are many layers to this - only time will tell what will happen to the Chinese social media giant (and social media in general). This 52INSIGHTS is the latest big TikTok debrief, from legislation and tech updates to youth concerns and brand implications.