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‘TikTok, Boom.’ Review: A Documentary Looks at How TikTok Is Changing the World

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variety.com

Owen Gleiberman Chief Film CriticTikTok, the omnipresent video-based social-media app that launched five years ago, has always seemed a less serious, more frivolously youthquakey destination than a number of other online networking services — most obviously Facebook.

Yet as Shalini Kantayya’s sprightly, informative documentary “TikTok, Boom.” makes clear, there are more levels to the TikTok phenomenon than there are to almost any other blockbuster app.There are the countless people who consume it: the kids from all over the world who get addicted to watching the up-to-three-minute-long videos (dances, pranks, sexy flaunts, tutorials, monologues, protest messages) as if they were popping Sour Patch Kids.

There are the people who are on it: the makers of those videos, who could be just about anyone and might be doing it just for kicks, though what a lot of them want to be, if they can go viral enough, are influencers — the elite echelon of TikTok stars who have made themselves over into brands, based on a look or a talent or a signature or some combination of the above, and who succeed in attracting the attention of companies who will pay them to be casual endorsers of some product.

The saga of TikTok doesn’t end there. The sheer hugeness of the app is its own paradigm-shifting story. It has been downloaded over two billion times, making it bigger than Facebook, Instagram, Snapchat, or YouTube.

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