![]() Pretty quickly, though, her video began getting hundreds of likes, thousands, tens of thousands. She didn’t think that anyone would see what she’d made. Marcella’s friends knew about TikTok, but almost none of them were on it. She adjusts her collar, checks her reflection, looks upward, and-the beat drops-she’s Anne Frank. She enters the frame in a white button-down, her hair dark and wavy. Her video took around twenty minutes to make, and is thirteen seconds long. Marcella propped her phone on her desk and set the TikTok timer. A girl smeared gold paint on her face, put on a yellow hoodie, and turned into an Oscar statue. A guy with packing tape over his nose became Voldemort. In each one, a person would look into the camera as if it were a mirror, and then, just as the song’s beat dropped, the camera would cut to a shot of the person’s doppelgänger. Marcella was lying on her bed looking at TikTok on a Thursday evening when she began seeing video after video set to a clip of the song “Pretty Boy Swag,” by Soulja Boy. Videos become memes that you can imitate, or riff on, rapidly multiplying much the way the Ice Bucket Challenge proliferated on Facebook five years ago. Another tap calls up a suite of editing tools, including a timer that makes it easy to film yourself. When you watch a video on TikTok, you can tap a button on the screen to respond with your own video, scored to the same soundtrack. It showed her more absurd comic sketches and supercuts of people painting murals, and fewer videos in which girls made fun of other girls for their looks. She watched the ones she liked a few times before moving on, and double-tapped her favorites, to “like” them. She opened TikTok, and it began showing her an endless scroll of videos, most of them fifteen seconds or less. They were strange and hilarious and reminded her of Vine, the discontinued platform that teen-agers once used for uploading anarchic six-second videos that played on a loop. She downloaded TikTok last fall, after seeing TikTok videos that had been posted on YouTube and Instagram. And despite the “Great Firewall” that blocks Chinese users from many American social media platforms, USA brands can access top Chinese social media platforms with relative ease.Marcella is eighteen and lives in a Texas suburb so quiet that it sometimes seems like a ghost town. ![]() ![]() There’s no doubt social media has seen explosive growth in China in the last few years. 70% of social media users in China are between the ages of 18 and 35, while the split between male and female users is almost equal (skewing slightly toward the male side).They’re highly mobile, too, with 95% of users accessing social media via their mobile devices.About 88% of Chinese social media users are active on more than one platform.For comparison, that’s a bit less than the average here in the U.S. The average user spends about 117 minutes per day on Chinese social media sites.Also, the number of active users is expected to rise to 1.279 billion by 2026. That ultimately makes China the largest consumer of social media sites in the world. User statistics show there are nearly 926.8 million social media users in China as of 2020.
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