TikTok Hashtag Challenges Could Be the Next Recruitment Power Tool

A way to gain supporters and potential donors

tik tok profile
As individuals struggle with months of quarantine and isolation, content which promotes joy is in high demand. TikTok

TikTok, the video sharing social network service, has experienced tremendous growth during the Covid-19 pandemic. Although initially aimed at teens and tweens, TikTok has started attracting older users. It provides an online venue for lip dubbing and dance contests where participants can engage with other users around the world. Recently, TikTok users have gained media attention by harnessing the power of the network for political and social movements with support from other users.

Debika Sihi is an associate professor of business at Southwestern University and is a member of our Adweek Academic Council.
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