Blog: Media & Marketing

TikTok has redefined what it means to be part of a cultural moment. In the past, engaging with trends meant being a consumer of content that captured the spirit of the time. For video, this was largely expressed through watercooler moments, where discussing the most popular TV shows and movies with friends, family, and colleagues was a symbol of one’s cultural capital.

Our millennial readers might recall the days of their first email accounts – back in the nineties and noughties – when their friends would send them chain mail with the threat of some ghoulish creature visiting them in the night if they did not forward the email on to *insert number here* friends.