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Tiktok is a social network, which is very popular especially among young users (Generation Z). The central element of the app is short videos that can be easily edited in the app and published directly. Especially the many editing options through filters and effects as well as TikTok’s own features such as hashtag challenges or duets are the unique selling point of the app.

As on other social networks, users can like videos and follow other users. The design of the app makes it easy to get to the next video, and the algorithm shows you videos that might suit you. The viral nature of the app is what makes the format so interesting.