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.

From video game streams to a dedicated food channel, Twitch is uniting voyeuristic communities around their shared passions. Aiming to attract a new and sizeable market segment to its existing 100 million monthly visitors, what other hobbies could get the Twitch treatment?

Calvin Klein has taken its 'My Calvins' campaign to video sharing platform TikTok to make the most of the social media site’s young, female and highly engaged audience. As the platform is still populated mostly by organic content, users are open to ads that fit with the app’s participatory nature.

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?