Dr. Brian L. Ott says TikTok’s success comes from delivering short-form videos that perfectly match user demand and habits. #TikTok
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00:00So, Professor, one question that I want to end with.
00:03I'm not on TikTok, I'm trying to learn about it,
00:07but my much younger nephew is.
00:09What makes TikTok so popular
00:12compared to other social media platforms that we use?
00:17Primarily because it traffics in short form video.
00:20So we very much live in a digital world
00:23of a visual culture.
00:24And so people are constantly looking for ways
00:27to communicate using short form video,
00:30and they can very easily on their own mobile devices
00:33create content that is brief, easy to put together,
00:37and easy to post because it doesn't take up
00:40much memory space on TikTok.
00:42And that's why the app is so popular.