TikTok saw a surge in downloads as global lockdowns began – and it seems that people are using the app for more than just memes. Creative cults have begun to emerge on the platform, reflecting a widely-held desire for playful community connections that help people feel a sense of belonging.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

Once perceived as an anti-social pursuit, gaming now offers people a way to connect with peers around the world through streaming, forums, and social media. How do these diverse communities go beyond gameplay to support individuals in their search for escapism and creative expression?

Video calls may have helped to ease isolation during lockdown, but it’s not just humans that can provide a sense of connection. Canvas8 spoke to social psychologist Dr. Elaine Paravati Harrigan to understand how people are fulfilling social needs with or without others.