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.

A report has found that popular Gen Y media platforms are failing to make an impact upon Gen Z readers. With higher expectations for social responsibility and diversity, along with a desire for voices that reflect them, the younger cohort is pushing publishers to adapt.

It’s been used to fight climate change, it helped launch Lil Nas X to global fame, and now Gen Zers are using TikTok to address school shootings. As attention spans shorten and the penchant for online self-expression grows, the platform is helping young people share their concerns with peers.

Premier League football club Liverpool has announced their foray into the world of TikTok, becoming the first football club in the UK to do so. The move comes as they look to use the app's growing ubiquity among global users to connect with their younger fanbase.