TikTok Turns Common Joes Into Stars. Then What?

When Kendra Womack uploaded a brief video of her aunt’s Labrador retriever to TikTok final 12 months, she didn’t anticipate what occurred subsequent.

The social-media app’s algorithm picked up the clip of the 26-year-old scholar and part-time barista tossing a yellow squeeze toy to Daisy, who appeared to devour it in a single gulp, and promoted it to customers around the globe. In a single day, the 12-second clip went viral, getting tons of of 1000’s of views. It has since been seen by greater than 1.four million individuals.

“I used to be in shock and disbelief,” Ms. Womack mentioned. “I couldn’t consider how straightforward it was.”

Ms. Womack and different enterprising smartphone customers around the globe have turned to TikTok because the go-to platform for delivering an prompt shot at web fame. At a time when a rising variety of social-media platforms are basing their enterprise fashions on celeb creators and different widespread influencers, TikTok is emphasizing the thought of turning nobodies into viral sensations because it tries to regain momentum following a turbulent 2020.

Some TikTok customers, although, get annoyed when the viral fame of 1 video is difficult to duplicate with subsequent clips. And TikTok’s short-form video format, which was novel when it was launched lower than 5 years in the past, now faces competitors from a number of rivals.

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