oh, video platform take talk has grown faster than any other social network. it's impacting music comedy, even political protests. how take talk is changing pop culture, our topic today on shift. ah, short videos are all the rage today. instagram has reels, snapshot has applied and now you tube has its own tick tock, clone youtube. shorts is available in more than 100 countries. with 62nd videos in swipe of vertical format optimized for smartphones. the large tech platforms, a trying to cash in on tick tock, success to dark, really revolutionize social media unique because of its algorithm and the ability to discover content versus having to go out and search for yourself is definitely one of the most important internet products platforms. in the last 5 years,

without a doubt and it's, i would say, take them over from facebook as being the most important place on the internet. when culture happens. a boggle music and take took are the perfect fit. in 202050 number one hits went viral on tick tock before climbing to the top of the u. s. charts. now some for being composed, especially for tick tock. they have to be catchy, to be the sound for as many clips as possible. the platform has also become a place for discovering music. take scottish singer nathan evans. until recently he was a postman. but now thanks to take talk, he's making music professionally. no one's blue pur bowed up, burned below my belly boys blow. soon they alone among their ben. this clip changed nathan evans life. when i'm 2020, his version of the sea shanty became a viral hit into when i thought upload wellman. and, and me, my me,

malone follow and have a good, tame, bullish, and it will sing along. and then we'll move on to the next song, a at nevada and m o. in years that i expect that i would go what a weight and become him. i sold that would been the charleston and all of all along the world. this is incredible. tick tock users have been interpreting the shanty in new ways among them. queen, guitarist brian may, ah, centers are jumping on this musical bandwagon. the songs on tick tock, the sounds that makes it really unique because on other apps, we formed communities around hash tags or around individuals. and this allows us on tick tock to create community around specific sounds and kind of sound driven means . ah, you said for that global community is propelling developments and the music industry, for example, driver's license,

the debut single by 17 year old olivia rodrigo was streamed $100000000.00 times on spotify in its 1st 10 days faster than any previous so. oh, that was in part because the tick tock song was immediately used as the inspiration and music for lots of videos or some and other us artists like little knows ex, with old town road and blanca brown with the get up live 1st went viral on tick tock and then became starz. now take your last name. when a song on taked up is connected to special dance move, it's chances of becoming a hit go up. for example, take the latest remake of i caught a tune that has got people dancing all around the world. you'll, misty, is done by your best use as you want. but the 2nd bake these plans go talking about a but to get a hit like that,

you have to grab the users in the 1st 2 seconds. only if they don't swipe it away, does the song have a chance of landing on tick talks for you? page that's the curated feet that appears when you opened the app. it's generated by the platforms a i, which counts how long people watch and how much they comment. and like the algorithm works extremely well. as i know myself, i watch one video and then one after that one after that. and it's almost impossible to stop a paper, but hit by an apple, apple bite, apple hipaa release. the constant ecosystem take talk is on right. in terms of its engagement, the actual experience, now you open it, you're not talking it here, right? it's a full screen, but sickle video, short on format that's very important for on just gets you again and again. and again, that is a picture based platform. so you know, feed base platform, it's still very old. still quite outdated. the algorithm is so precise that users

are mostly offered videos that appeal to them. and on the rare occasion that a video is not a perfect fit, you can immediately find a better one by swiping to the next clip. that means the information about users preferences is constantly being refined. when you watch like it can be swipe, it means you done. so you're giving lots of very strong indicators of your preference. many, many times every minute actually to try this out. so let it know what your content preferences. thanks to the short video format, take tax algorithm can quickly learn what is currently hot on the platform. other video platforms such as youtube and netflix with their longer videos gather less information in a given time. these older platforms have hatcher rely more on detailed descriptions and metatags to categorize videos and identify the correct audience. by

contrast, tick talks excellent image analysis software breaks down a video into individual frames to be categorized. for example, it can recognize the picture of a dog on a beach, so as to offer the clip to other dog lovers. talking about image analysis, you should know that when you use take talk, your allowing the company to collect your face and voice data. i'm a bit skeptical when an app gathers biometric data. what is it doing with that information? but take talk. first priority is of course entertainment. that's what makes the app so special and so popular. it combines fun with everyone's hope of becoming famous and becoming famous on tick tock does not require perfection. tech talks, visual language matches the way the videos are made. it's quick and simple. the

creators use codes that everyone recognizes. just sit at a table to move products from right to left for a classic supermarket. scene. morphing from mount. it is easy. using an ordinary dish towel. it can be some idea. you just came up with in your bedroom and perform it. and so absolutely people put these like dish towels on their head or a sweatshirt on their head and suddenly there the girl in the scenario is catchy songs, snippets, filters and effects play a big role on old kids. hip hop song is often combined with the big eyes filter, really with cat alone pouring pears. i'm to wrap up a b kaylee, now 16 joins in with our younger. so the so called transition effects are also important. the enemy, me filter, transforms the creator into a cartoon figure. just

a tap on the screen makes the magic happen, but like criminal under cover, it's crazy how tick tock has managed to keep its community together. the abs, popularity has increased enormously during the pandemic. 73 percent of craters currently spent between one and 5 hours a day on the platform. 20 percent of them even longer. and now tick tock videos can be up to 3 minutes long. does this mean that people will spend even more time on the app? how to take to do it. there's a whole array of challenges built says every day, it's always new stuff coming out and it's completely solve the problem of creativity. a merchandise, right? you actually very easy to create content, but say you don't think that much. lots of you, tubers, for example, produce their videos with elaborate scripts, special editing software, and complex technology. but which tick tock. all you need is

a smartphone and the app and the hash tags and challenges increase their chance of coming up with a viral video compared to other platforms. what you don't need to be skilled i in any particular way to create really by role potential content. so the opportunity for your content to go viral is much higher. you don't need to have a following immediately, and that is thanks to this algorithm and the for you page. and so it does democratize in some ways the access of boehme on the platform take talks for you, page recommends different videos to each of us. and our location makes a difference. here in berlin. i'm offered a lot of clips that have been uploaded from german smartphones. the up assumes that i'll be particularly interested in this content that takes up isn't just playful, silly, and entertaining. it's also platform for creative political protests. with

the rise of the black lives matter movement, tick tock has become a lot more political now. topics such as the military coup in myanmar port climate change are addressed on the app. but chording to data scientist, one carlos medina, serano, you'll get up to one of the younger generations. wanted to speak out as i'm a discovered tick tock as the best platform to express their feelings. i am con, they rarely show videos or all schools from other sources. i'm going to quit by themselves of the stalls. is this is politics as entertainment, entertain german tick tock or larry. my other son makes clips about fashion and music on her profile. but she also posts videos about racism that it was always discriminated against due to my skin color. that's changed, but i don't want skin color to be a trend. these serious issues also find audiences on tick tock

them on. and if you want to post to political video, it can't be boring or theoretical. you can't just talk, you need to fuel the discussion and you need said 10 voices. kingston on this one. there is diversity on tick tock, beams like sexual orientation, have found a home on it. 11 reason for this is that generation z, the 16 to 25 year olds form the majority here from the other one. if we look statistically the sort of beliefs and values of gen z doing more liberal and progressive as far as, for example, their approach to sexuality and, and gender in our understanding of gender as a fluid social construct. so it is a platform where l g b, t, q plus individuals can really find community. but this isn't the case in every country. the content i see on take took from the algebra to q community is hartley shown in some countries. take talk fast. that's because demand there is lower and

it's only the algorithm that decides. however, critics college shadow banning, which is where content deliberately gets hidden without using realizing it. despite all the criticism take talk is currently a huge success. what do you think of the app? let us know on youtube or at the w dot com bye bye and see you next time. ah, imagine how many pushing floods us her out in the world, right. know the climate trying to bring home story. this is mike leslie way from just one week. how much work and really do we still have time to work? i'm going with what 1st?

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