TikTok's Seismic Shift: Authenticity and Lofi Vibes Reign Supreme as App Braces for US Split
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TikTok's Seismic Shift: Authenticity and Lofi Vibes Reign Supreme as App Braces for US Split
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Dance challenges are still huge, especially Sophie Laverie’s July tutorials, which burst onto the scene with new moves already racking up thousands of likes and reposts this month. But it’s not just about dancing—meme formats and quirky soundbites continue to drive creativity, and every week the TikTok Creative Center highlights brand-new hashtag challenges and the audio clips everyone can’t get out of their heads.
But here’s the headline everyone’s talking about: TikTok is about to split. As reported by AOL, ByteDance is rolling out a US-only version of the app to avoid an American ban. The move, internally codenamed Project M2, will mean a totally separate algorithm and recommendation system for the US, with American users only seeing American-created content. The new app is expected to launch as soon as September and won’t show up in international app stores, so creators are bracing for the end of TikTok’s global mashup culture. NationalWorld notes this could be the start of a digital divide, much like the split between TikTok and China’s Douyin.
Trend watchers on Statista say that native, spontaneous videos still perform best, so if you’re looking to go viral, originality is key—no matter which side of the app you’re on. And VatorNews reports that Gen Z in particular is now using TikTok as their go-to search engine, even over Google, which means brands and creators alike are scrambling to adjust their strategies for a TikTok-first internet.
Listeners, TikTok’s future is more unpredictable—and exciting—than ever. Thanks for tuning in, and don’t forget to subscribe. This has been a quiet please production, for more check out quiet please dot ai.
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