The anatomy of a TikTok meme

How a single post on TikTok can inspire millions of videos and create buzz across other online platforms.

TikTok has been one of the undisputed winners in the great media scramble for eyeballs during COVID-19 lockdown. The mobile video app’s already rapid ascent has been supercharged by its attractiveness to the many millions of bored consumers looking for a quick entertainment fix in between Netflix box-sets.

According to data from Obviously, an influencer marketing company, TikTok has seen a 27% increase in user engagement since the start of the pandemic. This is in no small part thanks to its appeal among younger demographics. Children aged between four and 15 now spend as much time on TikTok...

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