happening in your country, you know, we stand with you, the world is united review and still you deserve more. here up to date, next up, our digital magazine show shift looks at how tick tock is changing the music industry. and there's plenty more on our website, d, w dot com, or you can follow on social media from the team here. brandon. see at the top of the next are every day campus for us and for our planet. global ideas is on its way to bring you more conservation. how do we make cities greener? how can we protect animals and their habitats? what to do all our waste? we can make a difference by choosing reforestation over deforestation recycling over disposable

smarten solutions overseas said in our ways or is truly unique. and we know that that uniqueness is one allows us to live and survive global ideas. the environmental series in global 3000 on d, w, and online video platform, tick tock 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 a 100 countries. with 62nd videos and swipe up

a vertical format optimized for smartphones. the large tech platforms, a trying to cash in on tick tock, success, tick, tock really were pollution. i 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 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 in network 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, burn below my belly boys blow. soon they the mind on their ben. this clip changed nathan evans life when it's on 2020, his version of the sea shanty became a viral hit into a thought, a lot lord wellman, and, and me, my me, malone follow, and have a good tame lesson to it will sang 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 around the world. this is incredible. tick tock users have been interpreting the shanty and 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 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 nose x with old town road. and blanca brown with the get up 1st went viral on tick tock and then became stars nancy in when

a song on tick tock 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 it. people head bite, apple, apple bite, apple pip really? yes. well, the constant ecosystem takes hope it's, i'm right,

in terms of it's engagement, the actual experience. now you open it, you're not talking it here, right? and so, oh, screen, vertical 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 at 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 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 had to rely more on detailed descriptions and meta tags 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, 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 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 suited to table to move products from right to left for a classic supermarket. scene. morphing from mount man 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 that it 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 to wrap up a be 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 a 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 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, 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 in myanmar port climate change are addressed on the app for according to data scientist, one carlos medina serrano. you will get up to one of the younger generations. wanted to speak out as i'm, they discovered tick tock as the best platform to express their feelings. and con, they rarely share videos or all schools from other sources. i'm going to quit they 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 feel the discussion and you need to said 10 voices. kingston is. there is diversity on tick tock, themes like sexual orientation, have found a home on it. 11 reason for this is that generation. see the 16 to 25 year olds form the majority here, who 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 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 jesus 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

ah, obsessed with speed and ready to pay for it with their lives in race, cars, void any safety feature? what drives people to the sports? high velocity heroes and victims the fastest route in the road and the holy sepulchre of jesus christ, injuries an eternal point of contention. daily arguments insulting between the never ending conflict of the church of the holy settled in 45 minutes on

d. w. these places in europe are smashing all the records step into a bold adventure. it's the treasure map for modern globetrotters. discover some of you to record breaking sites on google maps, youtube and now also in book form who's an inconspicuous forest trail south. the frankfurt next to one of germany's famous .