Production company A24 is becoming a firm favorite among casual viewers and cinephiles alike, producing indie films and TV with mainstream appeal. Through highly successful releases on a budget and opportunities for fans to signal their insider status, it has acquired a significant cult following.

Short video content and swipe-able feeds have taken over online, with social media and non-social platforms adapting to reflect TikTok. But what’s the impact of the homogenization of platforms? And how will users’ increasing awareness of algorithms change the game for brand discovery?

Tiktok has launched an ad format to increase movie theater sales among Gen Zers, creating a seamless link between discovering an upcoming film and purchasing a ticket. The platform is fast changing how Gen Z navigates the online world, and its influence is also being felt in the physical world.

Originators of TikTok trends often struggle to receive recognition for their work as countless other accounts piggyback off popular content. By introducing tools to help users reference other creators, TikTok is hoping to help foster a stronger culture of credit on the platform.