TikTok’s global takeover: Coincidental or calculated?

TIKTOK is an app that has taken the entire world by storm. With its captivating feed and content, people find themselves scrolling for hours and hours. Due to this, other apps are also employing user retention methods. An example of this would be the introduction of ‘Reels’ on Instagram. Supposedly created to rival TikTok, reels were established to fill a gap in Instagram, regarding short, addictive videos, as opposed to the previously favored Instagram TV.