02 INTRO

08 EDITOR"S LETTER

12 CHALLENGES
The challenge culture leads trends du jour through video creating and sharing

26 OPINION: VIRGINIA HEFFERNAN
One cultural critic praises TikTok’s optimistic worldview

32 USER MANUALS
Get to know the user-friendly interface on which filming, sharing, and playing videos happens in a just a few taps

40 KEY ELEMENTS
Key digital terms that offer insight into the rising mobile generation

44 OPINION: SEAN KIM
TikTok’s head of product backs the platform as a super app

48 TIKTOK GENERATION
Creators unleash their creativity via shortform videos

70 DICTIONARY
Thirty-two words and expressions often used in the TikTok ecosystem

76 HALL OF FAME
TikTok teaches some old dogs new tricks

88 OPINION: SEUNGYEON KIM
The general manager of global business solutions in TikTok Korea talks about TikTok’s adaptability in the digital market

92 TRANSITION
Legacy media giants search for new ways to stay afloat the mobile era with TikTok

102 ENTERTAINMENT
A glance at TikTok’s revolutionary marketing solutions in the entertainment industry

110 BRAND STORY
The success story of an app that promotes self-discovery over social networking

118 PARTNERS
TikTok forges new partnerships as a move to evolve into a business platform

120 INTERVIEW: NICK TRAN, KUDZI CHIKUMBU
Global Head of Marketing Nick Tran and Director of Creator Community Kudzi Chikumbu talk about the vision and future direction of TikTok

126 CREATIVE WORKSPACE
TikTok’s organizational culture and LA office interior design that reflect the brand’s mission “to inspire creativity and bring joy.”

132 ALL-ROUNDERS
TikTok employee creators talk about their work environment

136 DIGEST
Incredible numbers and attributes that set TikTok apart from other social media platforms

140 REFERENCES
Books, videos, and more that break down the digital media ecosystem

151 OUTRO