TikTok is Trying to Kill You

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TikTok is like some kind of fictional mind virus from a dystopian sci-fi novel. 

Except the video app with the psychedelic logo is quite real, and it often targets people with completely insane and sometimes even deadly hashtag trends. 

Like almost every social media app, TikTok operates on an algorithm, curating videos based on a user’s interests. 

But this is an evil algorithm. 

It targets the young. It targets children. The ones who make up most of TikTok’s user base. The app is quite intuitive at collating communities around addictive hashtags, which can lead users being exposed to all sorts of crazy shit. 

Sometimes, this can be a productive thing. For example, “BookTok,” TikTok’s highly active army of book worms, is transforming the publishing industry. I wrote about it in article here.

But goodness on TikTok is purely accidental. There’s also a very dark, very deadly, and very weird side to an app that seems to have sprung straight out of Satan’s asshole. 

Here are just a handful of ways TikTok is trying to kill you:

The Blackout Challenge

Originally known as the equally ominous “Choking Game,” this viral self-strangulation trend has claimed the lives of numerous children over the last few years. 

The idea is simple as it is ghastly. Participants are encouraged to choke themselves in order to to get high, or to fall unconscious, all while on video. People have used belts, ties, ropes, and other devices to purposefully hang themselves in the hunt for internet points. And it’s costing them their lives.

Last July, 2021, an eight-year old girl named Lalani Erika Walton hanged herself with a rope from her bed after absorbing hours of TikTok videos of others attempting the challenge.

Earlier that February, a nine-year old girl named Arriani Jaileen Arroyo also fell victim to the trend. She had used the family dog’s leash to hang herself. Her father found her unresponsive.  

Then later in March, there was a 12-year old boy named Joshua Haileyesus who was rushed to the hospital after being disovered unconscious by his twin brother. He spent 19 days on life support before finally passing away. 

As a child growing up in the ’90s, I remember learning about how you can purposefully choking yourself to get high. But back then you generally only found out about that stuff word of mouth, and usually from some weird kid in a torn up Metallica t-shirt who sat in the back of the class. 

But with TikTok , a bizarre and risky trend like that can spread faster than Covid on a NY subway. For many kids, who are highly impressionable, it seems thrilling and fun. They do it without knowing the enormous risks. And it’s killing them or injuring them for life.

The Fire Challenge

Scratch what I wrote above about TikTok being a dystopian mind virus. It’s more like a digital demon that possesses people.

This trend started from a user who sprayed hairspray onto a mirror, and then lit it on fire to create different designs. Imitators quickly spawned, including Nick Howell, another 12-year old, who wound up burning 35% of his body in March of this year, when he accidentally ignited a bottle of rubing alcohol.

In June of last year, a 13-year-old Oregon girl wound up in the hospital with severe burns on her body due to exploding a bottle of isopropyl alcohol in an effort to mimic the mirror trick. 

But if manipulating people into lighting themselves on fire isn’t ghastly enough, how about — 

The Eye Challenge

Which got people to put bleach in their eyes, which supposedly changes eye color. 

This one, like many of these TikTok fads, started off as a joke from some kid named Greg Lammers trying to show off his cool video editing skills. In his video, Lammers instructed viewers that if you fill a plastic bag with jelly, hand sanitizer, bleach, or shaving cream, and place the bag against an eye, it can change their eye color. After performing the deed, Lammers then cut to a new shot, showing off his supposedly changed eye color. Except he had actually used a contact lens (duh). 

While Lammers never expected his video to go viral, it did. To the tune of 300,000 likes, 25,000 chares, and 3,000+ comments. Imitators then started posting their own attempts at the technique, which only resulted in them burning their eyes. Big surprise. 

The Milk Crate Challenge

This trend blew up about a year ago. People made videos of themselves trying to scale pyramids of milk crates they had cobled together, which often resulted in them falling down and getting injured. Hospitals saw an influx of patients with cracked ribs and other broken bones over the course of the hashtag scourge.  

Like in all the previous deadly and dangerous trends, TikTok made sure to issue a statement about how the app supposedly:

Prohibits content that promotes or glorifies dangerous acts, and we remove videos and redirect searches to our Community Guidelines to discourage such content.

Right. “Prohibits.” Totally. 

The problem is that by the time a trend has become big enough to cause real damage, it’s too late. TikTok was the most popular app in 2021, having been downloaded 3 billion times, and having garnered a mind-blowing 1 billion users. 

One freaking billion! That’s one seventh the world population. 

About a quarter of TikTok users are children or teens ages 10–19, and the kiddos are spending roughly 75 minutes per day on the video-sharing app. Another statistic of note is that the majority of TikTok’s successful ads communicate their message or product immediately. As in like 3 seconds. 

In other words, TikTok is custom built for short attention spans. And because of its ravenously-obsessed youthful users base, a trend, however absurd or dangerous, can spread at the speed of human stupidity (which is WAY faster than light, contrary to Einstein’s Theory of Relativity). Millions of clips are posted daily, and users are often sucked into a rabbit hole of algorithmically curated videos designed to keep them hypnotized. 

There’s no logistical way TikTok could realistically govern or filter out a questionable trend because of the speed at which they grow through the app’s multiverse-sized ecosytem.

So, what is the solution, if any? 

I’m reminded of the thematic summation in the classic Mathew Broderick-starring 1983 film War Games about the Cold War threat of MAD (Mutually Assured Destruction.”

“The only winning move is not to play.”

The only way to beat TikTok is to delete the app, and make sure gullible kids can’t see it in the first place. 

Yeah, good luck with that. TikTok and all its poison, is here to stay.

Looking for Ways to Market Your Book? BookTok May Be the Answer

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For anyone who’s self-published a book, or even had one put out by a traditional publisher, you know that selling your book can prove challenging. Many would-be indie authors might even put off self-publishing to begin with due to not knowing how to successfully market their work.

If you’re an author who’s struggled with this problem, then Booktok might be your solution.

What is Booktok? It’s a very popular, very active, very trendy, and evidently very influential book-loving community within the massive ecosystem that is TikTok.

Booktokers post reviews and reactions to all kinds of books, ranging in length from a few seconds to several minutes.

According to Dr. Brenda K. Wiederhold, who writes in the journal Cybersychology, Behavior, and Networking in her editorial, “Booktok Made Me Do It: The Evolution of Reading,” what makes Booktok particularly unique, as opposed to what you might find on Goodreads or YouTube (BookTube):

BookTok posts usually highlight the reader’s emotional reactions to the plot and characters, often featuring evocative imagery and dramatic soundtracks.

These types of micro reviews might at first appear superficial, silly, or inconsequential, especially to those outside the Gen-Z cohort. As an older Millennial/late Gen-Xer myself, I’ll admit I’ve kept TikTok off my radar until very recently. But as I explored BookTok after reading Wiederhold’s editorial, I found it was better to think of this particular social media not as a some refined mosaic of individualized editorial content, but more as a fluid, on-going conversation. Whereas YouTube rewards more structured and formalized mini-TED Talk-ish type content, Booktok is messier, unfiltered, but also more authentic and conversational.

Writes Wiederhold:

In a way, with its widely accessible, authentic, and entertaining content, TikTok in general — and BookTok in particular — brings storytelling full circle, back to its oral roots.

Okay, so people have found a new social media hangout to discuss their passion for reading, and they’re putting out all sorts of creative, funny videos.

Now for the big question:

Is the Booktok trend actually leading to higher sales?

Uh, yeah. Some publishers, like Bloomsbury, have seen a 220% rise in profits, which they report is due to BookTok. Many publishers also observed that many books on their bestsellers lists were not necessarily new releases, but older books experiencing renewed interests on TikTok’s virtual book club. This is a fascinating trend, as more often than not, a book tends to have its best success right at initial release, then generally fades away into obscurity barring something like a big shot movie deal or an uptick in ad spending.

Unsurprisingly, many of the books that have been elevated on BookTok are in the young adult and contemporary fiction categories. But the BookTok phenomenon has caused many publishers to rethink their marketing and promotional strategies for all kinds of genres.

For indie authors, BookTok could be a possible solution to generate organic interest in a new release, or maybe an old one that’s been sitting there collecting dust with a big ol’ goose egg sales count number that you’re trying to figure out how to put into reader’s hands. But it’s important to keep in mind that Booktok’s main currency is authenticity, not mindless shilling.

As Wiederhold says:

TikTok users tend to upvote honest, personal experiences.

And these experiences tend to be short and to the point. Whereas YouTube reviews usually require a lengthy time committment, BookTok is more like a good friend telling you about a cool thing they just read that you should go check out. TikTok’s overall algorithmic aesthetic seems designed to grease the skids of word-of-mouth advertising rather than the sit-down-and-consume model YouTube and other places seem to have.

So, what is the BookTok community like? I went to go check it out for myself, and actually signed up for a TikTok account for the first time ever. I’m also a fledgling indie author who’s struggled with the vexing problem of how to market my books, so this subject hit close to home.

Here’s a few cool accounts I found, and some of he things I learned about in my brief BookTok experience:

abbys_library3,” 21-year old woman who works at a publisher, has almost 90,000 followers, and has been posting regularly since just July of last year. She’s posted reviews of all sorts of books, particularly in the romance and thriller genres. One thing I learned checking out her videos is the variety of different titles. It isn’t just all Harry Potter and Twilight fans on Booktok. Some of her videos also feature theme music that matches the genre being discussed. For instance, her video “NEW BOOK ALERT: When You Are Mine” has suspense music overlaid with the review.

charlielovesbooks” is a pretty new channel just started last November by a man based out of NYC. He’s done videos on popular fiction like The Godfather by Mario Puzo, memoirs like The Ride of a Lifetime by Bob Iger, and other non-fiction like Bitcoin Billionaires by Ben Mezrich. Barely five months old, charlielovesbooks has over 4,000 followers, and most of the reviews are under two minutes long. His videos, some of which extend beyond just book reviews, have engagement, also. In his last upload, “My biggest pet peeve when reading,” has 148 comments since March 1st.

If you’re looking for an experience that’s more traditionally “Tiktokky,” check out “booktokbenny” who incorporates a lot of music and enthusiasm into his book reviews. He talks a lot about the adult high fantasy series A Court of Thorns and Roses, and has built up a following of 10,500 in just one month.

Overall, my Booktok plunge showed me that sometimes the places that can provide the best marketing opportunities are counter-intuitive. I never would have thought TikTok of all places would be thriving with book lovers. As an avenue for indie authors, it appears a worthwhile one to explore, that unlike much of Twitter and YouTube, hasn’t been swamped out yet with ruthless and spammy opportunists. It’s still the Wild West, in many ways. Just try to keep it real on there.