When I met Jake Sweet (Surfaceldn on TikTok), he didn't have time to run away.
He is flying in as a special guest to the MTV Video Music Awards in Spain. The 21-year-old says he'll be meeting some of music's biggest stars at the after-party, but most importantly, social media influencers he respects.
She was invited to the event because she has more than three million followers on TikTok (twice as many as pop star Dua Lipa). His participation in the event increases the status of both the event and himself.
But when the party is over, he returns to "Earth" with great pomp, he returns to his studies at the University of Nottingham.
In his spare time, Jake enjoys creating videos on TikTok. For example, in one of his videos, he surprised his brother by filling the basket with popcorn.
But it is famous for showing different shows with colored granules that change the volume in the water.
He started work on TikTok in November 2018 to have fun with his friends. His videos immediately received tens of thousands of views, after which he became interested in this work.
Felicity lives in Edinburgh and works in marketing - at least she used to.
He discovered TikTok last year and decided to create funny videos. After he involved his two sons in it, everything changed.
In the summer, he held a "one-day joke" marathon called "Bolarim's Revenge".
In doing so, he showed his hand as if the car door was closed and smeared cooked beans on his sons' faces.
Until the halfway point of the series, his videos constantly had two million views, and one even reached 13 million.
Now he has 1.8 million subscribers and TikTok has almost become his full-time job.
TikTok is a Chinese social media application that allows you to share short videos with others. The international version of the application has more than one billion users. In 2019, it became the second most downloaded app in the world after WhatsApp.
This platform is owned by ByteDance and grew out of Musical.ly. Music remains an important part of it - posts can be adapted to pieces of the latest commercial releases.
What makes TikTok different from other social media platforms is that it finds videos for you. In addition to watching videos posted by friends, users are recommended videos based on the company's software supply algorithm.
Unlike Facebook, which recommends content based on the activities of your friends, TikTok deeply studies the actions of users in the app to determine their tastes. Prepare the right content and get millions of eyes on you.
The reason for the popularity of TikTok can be explained by this. In theory, anyone can "become a TikTok celebrity - you don't have to be a reality TV star or a famous athlete to make your videos go viral."
Hashtag challenges and experiences are like a talent show.
On platforms like YouTube and Instagram, influencers make millions through advertising revenue and paid promotions. So, can influencers who own TikTok earn money?
Jake earns less from TikTok, but a steady income that helps him pay for university - enough for things like food. But most of the money he earns is spent on preparation for his next videos.
Making several videos a day is time-consuming - it can take up to an hour to record even 15-second videos. In order not to suffer from studying at the university, he has to work "overtime".
But he will also have opportunities such as invitations to parties and popularity on social networks.
"I get paid for ads," he explains. "I've worked with people like Amazon Music, rappers like Trippie Redd and Juice Wrld."
"They say you should make a video about this song and advertise it, and I will add my creative interpretation to it."
Jake gets paid work through Fanbytes, one of the digital agencies that have emerged to serve influencers.
Notable agencies of this type include OP Talent, which was founded in 2012 and signed with Gleam Futures, which was acquired by gaming star KSI and YouTuber Zoe Sugg.
Timothy Armu founded Fanbytes in 2017 with other computer scientists he met at university.
The company is busy recruiting Snapchat and TikTok users, focusing on the Generation Z and 18-21 market. It uses internal algorithms to predict whose subscribers will increase dramatically.
Its software also measures who can convince their subscribers to click on links.
After that, human decisions come into force in the old way.
"We need people who can deliver 'entertainment advertising'," explains Armu. It is a perfect mix of interesting content with paid advertising content while maintaining average quality.
Armu helps connect influencers with brands and governments like Deliveroo.
He joined Musical.ly, the predecessor of the application, in 2016. Within five days, his videos collected 10,000 likes and he immediately noticed the opportunity, he says.
You can see why his videos are popular with young viewers. Most of them are like playground games and include funny jokes, tricks to impress friends, dances or speeches about love and relationships.
TikTok now allows her to make enough money to live on, as well as to indulge her habit of buying clothes - but with fewer fans than she has.
Sarah McCorquodale, head of analytics platform CORQ, which tracks TikTok's developments, confirms that TikTok is a complex financial proposition.
presentational gray line
He predicts that brands will spend more money on it this year, but the model for rewarding influencers should be different from YouTube or Instagram because "short-term trends can be as popular as individuals."
"It's like the Internet before Facebook, it's fast-changing and unpredictable."
TikTok is busy going mainstream with an ad campaign and expanding its community management activities in London. He will have to manage his influencers' monetization more carefully, because it will attract more attention.
"If you create sponsored content, you have to make it clear, and if the brand or influencer doesn't, they can be penalized by the Advertising Standards Authority (ASA)," says Ms McCorquodale.
Currently, not all influencers on TikTok follow these rules, and recently Instagram influencers were banned for being irresponsible and dishonest in promoting their products.
According to TikTok, "every video posted as an ad is reviewed for compliance with ASA guidelines."
It also regularly communicates ASA recommendations to influencers, and if it reports that a video is sponsored, the video will automatically be tagged with the #ad.
In the past, TikTok could not control influencer activity. Last year, he was forced to apologize for using some stars to make financial gains through "digital gifts" from young fans, and influencers themselves are asking for more guidance.
As the number of TikTok users continues to grow, issues affecting all social media platforms, such as user privacy and personal security, have not escaped its notice.
In the United States, he was fined for storing information about children under the age of 13, and recently came under fire for a meme called the "Headquarters Challenge".
Charities also called on him to do more to prevent child fraud.
After graduating, Jake plans to focus on TikTok and become an influencer on the social network.
"I want this to be my profession," he says. At the same time, he will enjoy the interesting opportunities provided by the platform.
The student's next event is the shoe presentation night, and he will certainly talk about it on TikTok.
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