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'It is rare for a business analysis to read like a thriller - this
one does.' - Azeem Azhar, Founder, Exponential View 'Vital to
understanding how[TikTok] works and the impact it's having.' -
Damian Collins MP, former chairman of the House of Commons Digital,
Culture, Media and Sport Select Committee 'TikTok Boom is a must
read for students, scholars, and policy makers.' - David Craig,
Clinical Professor, USC Annenberg TikTok is the new force in social
media. Just a few years after its launch, TikTok has one billion
accounts. Every day hundreds of millions of teenagers are gripped
by its brief videos, powered by a secretive algorithm that can
propel a meme or or a user or a product to global stardom within
minutes. Multi-national businesses are scrambling to harness its
raw marketing power. TikTok is a cultural hurricane, making instant
hits of new and long-fogotten songs, books and TV shows, and a
constant political and social commentary, playing out every minute
of the day in tens of millions of videos. TikTok is also the first
app outside the United States to challenge Silicon Valley's
dominance of social media. Aware of the Chinese app's challenge to
Facebook, Twitter and YouTube, Donald Trump tried to ban TikTok.
TikTok is already banned in India. TikTok Boom reveals how TikTok
has spread exponentially in the West since its launch in 2017. Its
owner, ByteDance, wants to become China's answer to Google and has
rolled out TikTok using smart tactics revealed for the first time
in the book. Using a range of sources deep inside and outside
ByteDance, TikTok Boom reveals the story of its founder Yiming
Zhang and its origin in another app in China, Douyin. It follows
the social media battle between short-form video apps and TikTok's
final triumph after its merger with Musical.ly. It offers
never-before-seen insights into TikTok's new influencer ecosystem.
And it charts the increasing superpower tech rivalry between China
and the West which is posing questions about TikTok's safety.
TikTok Boom's author Chris Stokel-Walker has interviewed scores of
people connected to the world's hottest app, including current and
former employees, and some of TikTok's biggest names in front of
and behind the lens. He explores the culture of ByteDance and finds
out what has happened to its founder, Yiming Zhang, as the Chinese
Communist Party seeks to reel in the country's runaway tech
industry. TikTok Boom is a nuanced, informed and incisive read on
the characters and strategies behind the world's new tech order, in
a gripping read that has won plaudits from technologists. It's rich
peopled with characters. TikTok Boom is the essential book for
anyone who wants to know what TikTok's success means for culture,
technology, geopolitics, marketing and advertising. Find out where
TikTok came from and where it's going. Find out how TikTok Works
and whether it can work for you. Reviews 'A careful, detailed
teardown of the people, culture and technology behind the world's
most dynamic social network. It is rare for a business analysis to
read like a thriller - this one does.' - Azeem Azhar, Founder,
Exponential View 'It's clear that Stokel-Walker's strength is that
he's not just TikTok-literate, he's TikTok-fluent. He knows the
product, the people, and the entire ecosystem inside and out, and
it is this familiarity that makes his telling so compelling,
because he knows how to make you feel like you, too, are an insider
in this strange new world.' - Rui Ma, founder, Tech Buzz China
'Blending journalistic narrative with state-of-the-art academic
research, no other author comes close to weaving this epic tale of
the rise of China's first global platform threatening Silicon's
Valley hegemony while operating as inflection point around the rise
of one globe two Internet systems. This is a must read for
students, scholars, and policy makers.' - David Craig, Clinical
Professor, USC Annenberg
The internet is everywhere. But how did it start? How has it
changed? And what will it look like in the future? No development
in human history has changed the world as radically, or as quickly,
as the advent of the internet. There’s almost no aspect of
21st-century life that it hasn’t shaped or fundamentally altered,
for better or for worse. But the history of the internet is longer
than you might think. Its foundations stretch as far back as the
1960s, decades before it would become an accessible and inescapable
part of everyday life. In this new entry in the bestselling
Bite-Sized Chunks series, author and journalist Chris Stokel-Walker
traces the internet from its (relatively) humble beginnings to the
ubiquitous force that exists today, from email and dial-up to
social media and the metaverse. Breaking down complex concepts
around how the world wide web works, how it has changed over time,
and the effects it has had on the world as we know it, as well as
explaining key terminology and spotlighting important figures, The
History of the Internet in Byte-Sized Chunks explains everything
you need to know about this era-defining technology in short,
easy-to-digest chapters.
The internet is everywhere. But how did it start? How has it
changed? And what will it look like in the future? No development
in human history has changed the world as radically, or as quickly,
as the advent of the internet. There’s almost no aspect of
21st-century life that it hasn’t shaped or fundamentally altered,
for better or for worse. But the history of the internet is longer
than you might think. Its foundations stretch as far back as the
1960s, decades before it would become an accessible and inescapable
part of everyday life. In this new entry in the bestselling
Bite-Sized Chunks series, author and journalist Chris Stokel-Walker
traces the internet from its (relatively) humble beginnings to the
ubiquitous force that exists today, from email and dial-up to
social media and the metaverse. Breaking down complex concepts
around how the world wide web works, how it has changed over time,
and the effects it has had on the world as we know it, as well as
explaining key terminology and spotlighting important figures, The
History of the Internet in Byte-Sized Chunks explains everything
you need
'Essential reading.' - ESQUIRE 'Both absorbing and highly
illuminating' - THE BOOKSELLER 'No one understands the intricacies
of YouTube like Chris Stokel-Walker' - THE ATLANTIC Two billion
people watch YouTube and it reaches deep into everyday lives. Its
creators start new trends, popularise new songs and games and make
and break new products. Yet while they are famous to billions of
mostly young people, they mostly remain a mystery to the general
public and mainstream media. What is the secret of their appeal?
How do they cope with being in front of the lens - and who is
behind their success? More than 100 insiders spoke candidly to
teach journalist Chris Stokel-Walker for this first in-depth
independent book on YouTube. YouTubers is the only book you need to
understand YouTube, its ownership by Google, its deal for stars and
its ecosystem of talent managers, advertisers and marketers. It is
a richly-layered deep dive into YouTube brimming with lively
characters, engaging facts, and influencer case studies. It is an
ideal guide for any media studies students, advertisers, brand
managers and business people who need to understand YouTube
professionally. And for any non-fiction reader interested in a
gripping business and technology saga dripping with big money,
ruthlessness, determination and ambition. YouTubers starts by
charting the platform's launch in a boring 19-second video of the
elephant enclosure at San Diego Zoo - which has now had 242 million
views. YouTubers then moves onto the first oddball videos before
the site found success by showing comedy clips from the TV show
Saturday Night Live. YouTubers reveals how YouTube saw off its
emerging rivals in the online video battle of the 2000s and was
bought by the search engine specialist Google. With Google's
billions and boosted by smartphones, YouTube became the dominant
video platform. Bloggers started to create engaging, fast-cut
videos that capitalised on the intimate relationship between
creator and user - a 'parasocial' relationship stronger than the
bond between TV presenter and viewer. By ceaselessly urging their
followers to tap the like, comment and subscribe buttons, these
creators helped YouTube's rise to global domination. YouTubers
speaks to YouTube stars KSI, Hank and John Green and delves into
the lives of child star MattyB, the training camp for aspiring
teenage bloggers, the YouTube stunts that go wrong and the
increasing efforts of creators to earn money from Patreon. And it
tackles the platform's Muslim extremism, red-pilling, and its
content guidelines and censorship. YouTubers asks how YouTube can
take on the threat from other big platforms such as Instagram and
Facebook. In short, YouTubers tells the riveting story of the
exponential growth of YouTube from single home video to global tech
phenomenon. It is the only book you need on YouTube. Extract
Introduction One spring afternoon Casey Neistat uploaded a video
lasting five minutes and twenty-two seconds to YouTube. In the
style of so many YouTubers, he looked straight into the camera and
aired his opinion on a matter of importance. As the elder statesman
on the platform, Neistat's words carry weight. He can make or break
products and careers - and this video was no different. Seconds
after he uploaded his video to YouTube via his superfast broadband
at his creative headquarters in New York, it was available
worldwide to four billion people: everyone on Earth with an
internet connection. Millions of Neistat's subscribers instantly
received a notification telling them that one of YouTube's most
influential stars was again speaking directly to them. Across the
world in apartment blocks, restaurants, bedrooms and bathrooms,
phones pinged, buzzed and beeped. Hundreds of thousands of people
instantly watched what Neistat had to say. Wearing dark glasses,
his hair streaked blond, Neistat vented his frustration at the way
the media was second-guessing the motivations of YouTubers...
'Essential reading.' - ESQUIRE 'Both absorbing and highly
illuminating' - THE BOOKSELLER 'No one understands the intricacies
of YouTube like Chris Stokel-Walker' - THE ATLANTIC Two billion
people watch YouTube and it reaches deep into everyday lives. Its
creators start new trends, popularise new songs and games and make
and break new products. Yet while they are famous to billions of
mostly young people, they mostly remain a mystery to the general
public and mainstream media. What is the secret of their appeal?
How do they cope with being in front of the lens - and who is
behind their success? More than 100 insiders spoke candidly to
teach journalist Chris Stokel-Walker for this first in-depth
independent book on YouTube. YouTubers is the only book you need to
understand YouTube, its ownership by Google, its deal for stars and
its ecosystem of talent managers, advertisers and marketers. It is
a richly-layered deep dive into YouTube brimming with lively
characters, engaging facts, and influencer case studies. It is an
ideal guide for any media studies students, advertisers, brand
managers and business people who need to understand YouTube
professionally. And for any non-fiction reader interested in a
gripping business and technology saga dripping with big money,
ruthlessness, determination and ambition. YouTubers starts by
charting the platform's launch in a boring 19-second video of the
elephant enclosure at San Diego Zoo - which has now had 242 million
views. YouTubers then moves onto the first oddball videos before
the site found success by showing comedy clips from the TV show
Saturday Night Live. YouTubers reveals how YouTube saw off its
emerging rivals in the online video battle of the 2000s and was
bought by the search engine specialist Google. With Google's
billions and boosted by smartphones, YouTube became the dominant
video platform. Bloggers started to create engaging, fast-cut
videos that capitalised on the intimate relationship between
creator and user - a 'parasocial' relationship stronger than the
bond between TV presenter and viewer. By ceaselessly urging their
followers to tap the like, comment and subscribe buttons, these
creators helped YouTube's rise to global domination. YouTubers
speaks to YouTube stars KSI, Hank and John Green and delves into
the lives of child star MattyB, the training camp for aspiring
teenage bloggers, the YouTube stunts that go wrong and the
increasing efforts of creators to earn money from Patreon. And it
tackles the platform's Muslim extremism, red-pilling, and its
content guidelines and censorship. YouTubers asks how YouTube can
take on the threat from other big platforms such as Instagram and
Facebook. In short, YouTubers tells the riveting story of the
exponential growth of YouTube from single home video to global tech
phenomenon. It is the only book you need on YouTube. Extract
Introduction One spring afternoon Casey Neistat uploaded a video
lasting five minutes and twenty-two seconds to YouTube. In the
style of so many YouTubers, he looked straight into the camera and
aired his opinion on a matter of importance. As the elder statesman
on the platform, Neistat's words carry weight. He can make or break
products and careers - and this video was no different. Seconds
after he uploaded his video to YouTube via his superfast broadband
at his creative headquarters in New York, it was available
worldwide to four billion people: everyone on Earth with an
internet connection. Millions of Neistat's subscribers instantly
received a notification telling them that one of YouTube's most
influential stars was again speaking directly to them. Across the
world in apartment blocks, restaurants, bedrooms and bathrooms,
phones pinged, buzzed and beeped. Hundreds of thousands of people
instantly watched what Neistat had to say. Wearing dark glasses,
his hair streaked blond, Neistat vented his frustration at the way
the media was second-guessing the motivations of YouTubers... Buy
the book to carry one reading
'It is rare for a business analysis to read like a thriller –
this one does.' – Azeem Azhar, Founder, Exponential View 'Vital
to understanding how[TikTok] works and the impact it's having.' –
Damian Collins MP, former chairman of the House of Commons Digital,
Culture, Media and Sport Select Committee 'TikTok Boom is a must
read for students, scholars, and policy makers.' – David Craig,
Clinical Professor, USC Annenberg A whole generation is hooked on
TikTok. In just a few years, it’s raced ahead of WhatsApp and
Instagram to become the biggest app in the world. But how did it
burst into life and overtake its rivals? Delving deep into its
upstart origins, TikTok Boom charts the astonishingly rapid rise of
China’s viral video app. It yields new insights into its culture,
addictive algorithm, and influencer ecosystem. And it reveals the
influence its owners in Beijing are having on hundreds of millions
worldwide through the use of little-known content guidelines.
TikTok is the emerging battleground for a geopolitical tussle
between East and West for control of social media. TikTok Boom is a
rollercoaster business story bristling with ambition and drama.
Find out where TikTok came from and where it's going. Find out how
TikTok Works and whether it can work for you. Reviews 'A careful,
detailed teardown of the people, culture and technology behind the
world's most dynamic social network. It is rare for a business
analysis to read like a thriller – this one does.' – Azeem
Azhar, Founder, Exponential View 'It's clear that Stokel-Walker's
strength is that he's not just TikTok-literate, he's TikTok-fluent.
He knows the product, the people, and the entire ecosystem inside
and out, and it is this familiarity that makes his telling so
compelling, because he knows how to make you feel like you, too,
are an insider in this strange new world.' - Rui Ma, founder, Tech
Buzz China 'Blending journalistic narrative with state-of-the-art
academic research, no other author comes close to weaving this epic
tale of the rise of China’s first global platform threatening
Silicon’s Valley hegemony while operating as inflection point
around the rise of one globe two Internet systems. This is a must
read for students, scholars, and policy makers.' – David Craig,
Clinical Professor, USC Annenberg 'This book charts the story of an
app on the rise that's changing the world of tech, charting the
future of culture, and creating a new world of work: the creator
economy... it breaks down some of the biggest questions for the
future of work and culture.' - Li Jin, Atelier Ventures Extract:
ByteDance Ask most people what ByteDance is and they’ll likely
meet you with a blank stare. Yet it is the owner of TikTok and a
host of other world-leading apps. Founded in March 2012, it’s
worth about $180 billion – up from its $75 billion in 2018 when
the Japanese technology investors SoftBank Group bought into the
company. Despite the fact that its apps are used by two billion
people worldwide, earning it $34 billion in revenue in 2020,
ByteDance deliberately keeps a low profile among the general public
in the West. It wants its products to take centre stage. It’s a
strategy devised by its low-key, but intensely-driven founder,
Yiming Zhang. Whereas his fellow Chinese rival, Musical.ly’s Alex
Zhu, is creative and flighty, Zhang is measured and focussed.
Compared to his more brash counterparts in China, such as Jack Ma,
the former boss of Alibaba Group, who’s known for his exuberance
and outgoing personality, he is even a little dull. Considered. He
practises ‘delayed gratification.’ He’s rational – though
his choice of clothing, T-shirts and jeans, makes him more laid
back than the average Chinese executive. Imagine the slightly
underwhelming disappointment of Mark Zuckerberg, rather than the
zany pinball personality of Elon Musk. Born in 1983 in the city of
Longyan in the coastal province of Fujian that’s known for having
the highest proportion of emigrants to the Western world in all of
China, Zhang is, however, fiercely independent. While many people
entering China’s tech sector are comfortable to land a job at one
of the pre-existing Chinese tech giants, Zhang ignored that route.
He was not after the quick buzz of instant success by piggybacking
onto a pre-existing victor: he played the long game. Buy the book
to carry on reading
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