TikTok has become an outlet for expression unlike “anything that came before” it. Whether “it’s serious or silly,” one thing is for sure: TikTok has become the ultimate space for its (majority Gen Z) users to share how they feel and who they are. It’s emerged as the app of the moment with many quarantined young people turning to it as a source of entertainment, and even pre-pandemic, users were using it to express themselves when it came to current events. During quarantine and even pre-pandemic, users were already expressing themselves when it came to current events. Now, as TikTok starts to shift into a paid ad platform, they are taking up the strategy similar to that of record labels and talent management firms by helping their creators build an audience. (NYTimes, Digiday)
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