25th Jan - TikToxic

Like all forms of social media, my venture into TikTok has followed a conventional path, the same I followed with Facebook, Instagram, and even Twitter. I resist, for a while, mainly on account of proving my self-worth as a rebel of the 'sheep', but eventually... Due to the increasing demands of our modern world, my resistance proves futile and I'm forced to give it a sample. Certainly, working in the industry I do, social media promotion plays a huge role in the overall marketing/advertising structure - and ultimately, success - of a product. So even if you disagree with these apps on a personal level, you often have to forego your opinions for the sake of professional progression.

My first delve into TikTok came shortly before Christmas. Try as I might, I experimented with various elements of the algorithm, but unlike the Zuckerberg siblings, I struggled to accurately spot any kind of particular formula in terms of 'blowing up' when it came to content type, length, use of captions, hashtags, timings of post, etc etc. At times, the app can feel like a hurtling basket of bingo balls being plucked from obscurity by a caller with Tourette's and Bipolar. But much like NFTs, or any other crypto-trend, knowledge is power, and a closed-minded approach, or unwillingness to accept this development into modern society will not end in failure for the app itself, only for you, the potential consumer.

'My generation' is, perhaps, in the trickiest sector of all. We're caught between the non-binary pronouns of the veganism movement within Gen Z, but we wholeheartedly disagree with the right-wing gammonism of our Brexit Boomer parents. We're not 'woke' enough to complain about the 'dwarfism hate speech' of midget gems, nor do we care if you're gay, bisexual, transgender, or other. In fact, we openly support it. But whilst others are getting to grips with the future, the Labour-voting, Guardian-reading Millennials simply cannot allow ourselves to fall behind, else we run the risk of becoming that Auntie who uses a stylus and flip-wallet case on her phone, that Uncle who pays for everything using cash, or that Grandparent who would rather send a letter than an email. 

I have - however - noticed, that TikTok contains a huge flurry of content which is richly toxic in nature. My partner has already uninstalled the app on 2/3 separate occasions after noticing the negative impact it was having on her overall mood (only to then later reinstall, as the addictive nature, or 'the McDonalds effect' of these apps is somewhat darkly genius). Whilst my own particular feed is often regularly bombarded by videos of 'male experts' giving advice on relationships or how you need to 'display your masculinity to assert authority'. These sorts of productions usually involve the suggest that you should allow your significant other to become devoid of any kind of affection so she 'appreciates your newly withdrawn absence'. 

I've got enough experience with the female kind by this point, to inform you, that's utter bullshit and a route #1 to alienating your relationship. The latest turd, served steaming before my retinas, informed me - just last night - that 'if yo girl books a girl's weekend away, she cheatin'... I mean, okay, dependant on the woman, maybe she is. But mine is much more likely to be gossiping with her work-bestie over a Wagamamas, and sitting in a spa. My takeaway from today's lesson? Don't allow these apps to tap into your insecurities, the content is 99% nonsensical and only designed to go viral. In fact, it's fair to say... 

... TikTok, is simply, TikToxic.