huge trifle revolves bergs. meanwhile half a berlin edged at odds berg mind some stuttgart drew nearer, fryeburg damned bolcom and there are 4 more matches coming up on sunday, including leading lead leaders, bar munich against beautiful to europe like this our open next our digital magazine shall shift looks and have tick tock is changing the music and don't forget, you can stay up to date on our website. you know, if you talk on for me and the team here, take care c version in alive and on demand content, language courses, video and audio. any time anywhere. the d w media center. imagine how many portion of love us heard out in the world right now. climate change event story. this is much less the way from just one week.

how much work can really get we still have time to go. i'm doing with his subscriber for more means like video platform take talk has grown faster than any other social network. it's impacting music comedy, even political protests. how tick tock is changing. pop culture, our topic today on shift, ah, a 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 and more than a 100 countries. with 62nd videos and swipe vertical format optimized for

smartphones. the large tech platforms, a trying to cash in on tick tock, success, tick tock, 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 the tick tock he's making music professionally. no one's blue pur bowed up, burned below my belly boys blow. soon they the mind on their ben. this clip changed nathan evans life when it's on in 2020, his version of the sea shanty became a viral hit into a thought, a lot lord wellman. and and me, me, me mellow following, have a good tame lesson to it will sang along and then we'll move on to the next song at nevada and m o. in years that i expect that i would go what a wait and become him. a song that had been the charleston and all of all around 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 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 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 michael 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're with talking about a but to get a hit like that, you have to grap users in the 1st 2 seconds. only if they don't swipe it away, does the song have a chance of landing on take 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 it. pip, but it bite apple apple pie and have both hipaa release. the constant ecosystem takes hope. it's unrivalled. and in terms of its engagement,

the actual experience now you open it, you're not talking, it just gets here, right? it's a full screen, vertical video, short form format that's very important for and just gets you again and again. and again, that is a picture based platform. so you know, the base plan won't feel very old, still quite outdated. the algorithm is so precise that users are mostly offered videos that appeal to them. and now 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 are. 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. ad 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, you're 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 for popular. it combines fun with everyone's hope of becoming famous and becoming famous. i'm tick tock does not require perfection. tick tock, 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, yoga. that 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 they're the girl. in the scenario, i kept she song snippets, filters and effects play a big role. an old kid's hip hop song is often combined with the big eyes filter,

really with cat alone pouring pears. i'm the rock a baby kaylee, now 16 joins in with our younger self. so crew transition effects are also important. the enemy, me filter transforms the creator into a call to figure. just a top on the screen makes the magic button and the 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 spend 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 does it take to do it? there's a whole array of challenges, builds it every day. it's always new,

stop coming out and just completely solve the problem of creativity. a motivation, right? you actually very easy to create content, but you don't think that much. lots of youtube are, as for example, to produce their videos with elaborate scripts, special editing software, and complex technology. but with tick tock, all you'll 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 viral 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 to fame 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, but 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 and man mar, port, climate change are addressed on the app, but courting to data scientist juan carlos medina serrano. thank you again. at us you are, the younger generation is wanted to speak out. i may discover tick tock as the best platform to express their feelings. in con, they rarely share videos or all schools from other sources under quit they themselves of the stars. 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. i am, if you want to post to political video, it can't be boring or theoretical. you can't just talk. you need to feel the discussion and you need dissenting voices. kingston on, on. there is diversity on tick tock, themes 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, julian more liberal and progressive as far as, for example,

their approach to sexuality and, and gender and our understanding of gender is 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 tick tock from the algebra to q community is hardly shown in some countries. stock sass, 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 uses, realizing it. despite all the criticism take up 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, ah ah,

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