“TikTok made me buy it” - do ‘BookTokers’ shift Gen Z consumption habits?
In times where staying at home and scrolling through social media for hours on end is more socially acceptable than ever, TikTok has taken the world by storm. Two years on, the most downloaded app of 2020 and 2021 is now one of the most influential drivers of Gen Z consumption. The appeal? Anybody can post and go viral thanks to TikTok’s unique algorithm which is engineered for virality.