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  • Why are Gen Zers drawn to short, remixable content?
  • Why are Gen Zers drawn to short, remixable content?
    Daniel Hehn (2018) ©
CASE STUDY

TikTok: short-form videos for creative collaboration

Vine and Snapchat may have popularised the short video format on social platforms, but TikTok has broadened the medium’s potential, allowing users to join viral crazes with just their phones. As Gen Z’s attention spans shrink, the app offers an easy way to participate in a wider digital community.

Location Global

Scope
Ever seen someone do a triangle dance, put make-up on a potato, or take part in a ‘pose challenge’? These seemingly unconnected hijinks share a common thread – they’re viral sensations on TikTok, the short-form video app that offers a window into contemporary youth culture. With more than 500 million users in 154 countries (a third of whom use it daily), how did a platform that initially revolved around lip-syncing videos become a social media force to be reckoned with? [1]

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