So, yeah, I threatened everybody with writing this post yesterday, and as of right now it’s still percolating in my head, so screw it; we’re officially in “my blog” territory here and I strongly suggest that no one bother reading this as I intend to simply dump the contents of my brain into this blank text box and then go about my day.
Y’all might remember a web service by the name of Vine that shut down a couple of years ago. Vine was the Twitter of video; your videos couldn’t be more than something like six or seven seconds long, and somehow even given that restriction Vine was frequently hilarious. It takes quite a bit of creativity and talent to manage to be consistently interesting in six-second bites, and unfortunately I didn’t find out about the service until too close to it going away; I never actually posted any videos (I am funny in certain contexts; seven-second videos is not one of them) but I enjoyed browsing the site before it got turned off.
Enter TikTok. I first downloaded the app … I dunno, a month ago, maybe, thinking that it might be a worthy replacement for Vine. And, well, it’s not, if only because it’s doing entirely different things. TikTok, you see, exists solely to generate memetic content. The interesting thing about the app is that it allows you to copy the audio from any other posted Vine and use that audio with your own visual content. You can also “duet” another video, which plays that original video alongside yours with the audio from the original video; you can add your own text if you like.
What this means is that TikTok is literally the worst earworm generator on the entire Internet. And while it doesn’t have Vine’s restrictions, the videos are usually short, somewhere in the neighborhood of 15-30 seconds, maybe, although most of them are on the shorter end. Huge numbers of TikTok videos are either people lip-synching audio that other people originally recorded or sometimes putting it in another context. It can be hilarious, but when you’ve heard different spins on the “Her Name is Margo” audio from twenty-five different accounts over the course of a single day it’s going to start infecting your dreams, and God help you when a snippet of a song that you actually hear on the radio goes viral. It’ll melt your brain.
There are, near as I can tell, two components to the app. The first is the For You page, which is an endless stream of videos that I assume have been curated by an algorithm and may or may not differ in some way from user to user. The goal of any video is to make it to the For You page, because most people (I believe) interact with the app by mindlessly scrolling through those videos and that’s the best way for any individual video to get a lot of attention. You can like individual videos, which adds them to a list in the app, and you can follow individual creators, which creates a second list that is just of those creators, but doesn’t appear to be sequential or anything like that. It’ll just go on forever, repeating videos if necessary, until you die or close the app. It is terrible for those of us with mildly addictive personalities because it never ends and there’s no way to get shunted off into an article or something that causes you to accidentally learn something and get off the site for a few minutes. Just hours of the same five audio clips repeated until you die.
And then there’s Charli D’Amelio.
Charli is a fifteen-year-old high school freshman who has, as of this exact moment, twenty-seven point nine million followers on TikTok, the current high-water mark for the service, and I don’t believe second place is very close. By comparison, Barack Obama has about 113 million followers on Twitter, a much older and more established service, and oh also he was President of the United States.
Charli is a dancer. She dances. That’s basically it. She has a bunch of short dances that she’s (mostly? I assume?) made up for various songs (or, rather, parts of them) and she does her little dances and that’s the end of the video. She doesn’t speak in most of her videos. Now, don’t get me wrong, the kid is talented; I know she wants to dance professionally in the future and she’s absolutely going to be able to do that if the Social Media Queen thing doesn’t work out for her.
But I’m not just mentioning her for the hell of it. Remember how this site works. It works by other people taking audio from your videos and then either repurposing it or duetting you, where their video appears next to yours. And every single time Charli releases a video literally millions of people record their own videos either doing the dance alongside her, reusing the audio for something else, or issuing commentaries at varying levels of societal acceptability. And a quick look at her feed reveals that she’s done six videos just today. And every single one is going to end up being memetic content in some way or another. There is an entire account dedicated to finding out where she bought her clothes and posting where to get them and how much she spent. (Her family seems to be reasonably well-off, but the clothes aren’t expensive enough to warrant commenting on, for the record, much less creating an entire account for.)
I did a little experiment earlier, counting videos on the For You page and checking how many were either Charli’s videos or Charli-adjacent somehow. Each time I went through 100 videos, which takes less time than it sounds like it does since it only takes a second or so to figure out if she’s in the video or not. I did some of them logged in as me and some completely logged out to see if the app was deliberately steering Charli videos to me.
Out of a hundred videos, the high mark was eighteen having something to do with Charli– four in a row, at one point– and the minimum was three. Which means that even on a signed-out, no-algorithm account a minimum of three percent of the videos this site was serving to me were from one person, on a site with hundreds of millions of users.
Think about that. This kid is fifteen and she is basically running this entire social media network. TikTok, at least partially because of the way it’s built– you could never have something like this happen on Facebook or Twitter because of the way people interact with them, and while Instagram influencers are a thing nothing Kylie Jenner has ever done has accidentally made it into my feed– has unintentionally (?) created a situation where one user is driving an enormous amount of their traffic– either from people watching her or reacting to her with their own videos. It’s nuts. Babygirl was at the Super Bowl and the NBA All-Star game, for God’s sake. How do I know that? Dozens and dozens of videos of her, from enough users that it literally couldn’t be avoided.
I don’t know if this is a sensible way to create a social media network, but it’s certainly interesting.