It’s Wednesday morning and we’re on set in a retro, ’70s-style Cape Town villa.
We’re on location for COSMO’s annual influencer cover shoot and I’m nervous as hell. Nervous that my title is ‘digital director’, that I’m turning 30 this year, and I’m about to do this cover interview about an app that’s infamous among Gen Zers, which I know not much about.
Imma level with you. I only downloaded TikTok a month ago and I’m still figuring it all out. As a Millennial and a digital nomad, I was confident about navigating the platform. When I first opened it up, videos just started playing. Weird, crazy, fun and strange videos of cool teens doing cool things – lip-syncing, dancing, playing tricks on each other, doing challenges … I didn’t know where to click or what to watch. I felt like my mom figuring out how to post an Insta Story. I felt old.
After doing some research and getting a crash course from an intern, I felt determined not to let my ignorance show. I was on a mission to figure out what this TikTok craze was all about, why it had become so popular, and how these women were ranked as South Africa’s most liked (and followed) TikTokers.
TikTok is described as the world’s leading destination for short-form videos. This year it surpassed 1,5 billion downloads, and its power among Gen Zers in South Africa (and the world) is undeniable. For those who need a 101, the app is centred on fun clips that are each under 60 seconds long. Sometimes they’re choreographed and scripted; other times they’re simple and spontaneous. Some popular video themes include tricks, skits, acting out South Africanisms, dancing or simply lip-syncing to songs. Creators attempt to beat their counterparts with more challenging, original and outrageous clips.
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