Three seconds to hell.
According to WirtschaftsWoche, the future mayor of New York (a large city in the USA and almost as important as Cologne) owes his success above all to his presence on social media, namely TikTok. As always, we stay completely out of political issues here, but one question must be allowed: What is actually still "social" about TikTok? After all, what users see on TikTok is not determined by the content they subscribe to and who they follow, but only by the algorithm that plays out what attracts the most attention. And the ongoing battle for attention means that the TikToks, reels and shorts are becoming ever more provocative, radical and crazy - the main thing is that as many people as possible watch it, agree enthusiastically or get totally upset. The user supposedly decides in a maximum of three seconds whether to continue watching, and if you risk an anthropological glance on the streetcar: It's even less. If you now consider that AI will soon be flooding TikTok & Co. with exponentially more outrage madness, the boring question of "brand safety" is posed anew for us. And yes, the potential reach is a good argument. But if the environment only fluctuates between nationalist AfD garbage and left-wing class warfare and head-down fantasies, where does that leave the brand? Or what do you think?
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