It’s practically a certainty that you are aware of TikTok, even if you don’t use it, or are unwilling to admit you do. Is there some turn of phrase, some behavioral phenomenon, new fashion or dance trend that you can’t identify? It probably came from TikTok. One in three Americans use the app. Globally it has more than 1 billion active monthly users who spend an average of 90 minutes or more, daily, on the service, nearly double the number who use Instagram and three times that of Twitter (remember Twitter?). For Gen Z, it’s replacing television. For businesses, it’s a new marketing channel. For parents, it represents a terrifying, misinformation-rich addiction for kids, but also a bonding opportunity. For creators, it’s the latest path to attention and monetization...
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