If you’ve logged onto the popular social media app lately, you’ve seen “story time?” and “crop?” comments under viral videos on your “Following” and “For You” tabs.
It’s not shocking that another trend on TikTok is catching users off guard. Every few months or so, a new trend develops that has people confused. This is just another moment sweeping through the app.
But what does “story time?” and “crop?” mean in this case? As you’ve come across a viral video, you scroll through the comments and wonder about the context of those phrases. What started it? Let’s discuss.
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First, there’s no deep psychological meaning behind them. Both are just inside jokes that are poking fun at comments that always appear on videos asking for explanations of stories people post or crops of the video they shared.
Yes, it doesn’t make a lot of sense, but it’s gone viral now and is a thing. Regardless of how silly it is.
Explaining “story time?” is easy. When a user asks that, they’re commenting on a video that has teased them in a way or has shown them the end results of something and they’re looking for more context (a story) to know what happened.
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When a TikTok user writes, “crop, ” they’re asking for the uploader to reupload their video so it can be screenshotted and cropped without anything covering the image — this includes the like and share buttons on the right side, the caption or search bar up top.
Some additional users have commented “results” under videos as well. That term is used because want to see the end of something being created. For example, for a hair tutorial, users want to see the “results” of the tutorial shared.
If you hate this new trend, you’re in luck: Everyone else does, too. Many content creators on the app don’t find the comments funny and are annoyed.
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So, while “story time?” and “crop” are becoming major trends on TikTok, the people that make the app go aren’t enjoying the spamming, either. We’re all in this together.
If you purchase a product or register for an account through one of the links on our site, we may receive compensation.In this piece 1. Introduction and key findings↑ | 2. Methodology↑ | 3. How and why publishers are moving onto TikTok↑ | 4. TikTok’s ‘magic’ algorithm – how it works↑ | 5. What strategies are publishers pursuing on TikTok?↑ | 6. News creators and activists↑ | 7. What next for TikTok and news?↑ | Conclusion ↑ | About the Author↑ | Acknowledgements ↑ | Footnotes
TikTok is currently one of the world’s fastest-growing social networks with its addictive algorithm surfacing an endless stream of short, entertaining videos. Until recently the network had a reputation built almost exclusively on fast-moving, funny or musical memes, but stories such as Black Lives Matter, the Covid-19 pandemic, and the war in Ukraine have helped make news a much bigger part of the mix. Changes to the platform, enabling longer videos and the promotion of live streams, have also made TikTok more attractive for news publishers looking to engage younger audiences.
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Research suggests that news on TikTok is still mostly generated by social media influencers, activists, or ordinary people rather than by journalists.
Qualitative studies of younger consumers show that although TikTok is loved for its humour and engaging presentation, many worry about the credibility of the information they see there and the potential for misinformation and disinformation.
Understanding the nature of news on any social platform is a huge endeavour given the highly personalised nature of the experience and the limited availability of public data. Partly for these reasons, in this report we focus mainly on the production of content for TikTok by publishers, as well as some independent news creators. We have tracked the extent of publisher activity across more than 40 countries, one of the first attempts to do this, and interviewed some of the most successful news organisations such as the
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As this fast-moving platform matures and grows, we have also identified areas in which TikTok itself may need to focus more on publisher concerns about the quality and range of news content provided and the transparency of take down rules. Given the number of publishers now involved – and the speed of change – this report should not be seen as a comprehensive picture of publisher activity, rather a snapshot that we hope contains insights that will be useful to news organisations, regulators, and researchers.
In this report, we start by setting out data on the extent of publisher adoption alongside motivations for joining TikTok. We pull together top tips from TikTok creators and discuss the metrics most commonly used to evaluate success. Next, we explore different strategies for engaging users on the platform, highlighting case studies from early pioneers as well as independent news creators and activists. Finally, we look at future opportunities for monetisation and ways in which publishers would like TikTok to better support reliable and trusted news sources.
In order to understand the extent of mainstream media involvement with TikTok, we identified the top news brands in 44 countries from our
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. We excluded India, where TikTok is banned, and Hong Kong, where it is unavailable. We looked at all brands that have significant online consumption in our 2022 survey
And checked to see if those brands had a presence on TikTok and had posted in the previous week. In a very few cases, we also included socially native news organisations that have a very large following on TikTok, even though they did not meet our other criteria. In all cases, we noted the follower numbers for each brand and, in the case of the most successful, we also measured the average views from the last 50 posts and the date when they joined the platform.
It should be noted that the content of the TikTok accounts varied enormously from hard news to entertainment. We checked each account to ensure that the content was broadly news related. It is possible that we missed some news organisations for a variety of reasons: due to issues of language, unusual naming of brands on TikTok, or accidental oversight.
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In order to root the report in audience understanding, this report also references consumption and demographic data about TikTok from the 2021 and 2022 Digital News Reports and from our supporting qualitative interviews. The majority of this research, however, is drawn from original interviews with 20 different news organisations and individuals. These include large companies such as the
; digital-born brands like Infobae, Fanpage, and Nexo Jornal; socially native brands like Ac2ality, The News Movement, and Geopop; as well as some individual creators and activists. The interviews were conducted between 29 September and 7 November 2022. TikTok were not willing to provide an interview. They did, however, respond to specific queries and referred us to publicly available statements about news on the platform.
TikTok is a social media app that was launched in 2018 by Chinese company Bytedance. Containing a mix of short videos often accompanied by some form of viral song or audio, it now has more than one billion active daily users.
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It has been the world’s most-downloaded mobile app since early 2020 and is especially popular with younger audiences (Figure 1), many of whom have started to turn away from more traditional networks like Facebook.
A turning point for the platform seems to have been Covid-19 lockdowns, when many young people, trapped at home, experimented with the video app and its simple editing interface to share their experiences. Russia’s invasion of Ukraine further boosted the platform’s reputation for news, with young Ukrainians sharing eyewitness stories of life under bombardment in real time, and some news providers joining the platform for the first time.
A TV reporter who has a TikTok page gives us regular updates on the situation. It feels comforting and more intimate than watching on TV news.
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Source: Digital News Report 2022 (Survey Jan/Feb 2022). Q12a. Which, if any, of the following have you used in the last week for
Some of the fastest growth has taken place in Latin American countries, such as Brazil, which have traditionally seen high adoption of new social networks (Figure 2). But we find even higher usage in parts of Asia and Africa (Figure 3).
In some of these countries, TikTok growth has been fuelled by free or cheap usage as part of mobile phone data packages.
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Driving adoption has been an easy-to-use app that, in contrast with other social networks, does not depend on up-front configuration such as following friends or celebrities. Instead, an algorithm learns what type of content a viewer likes and refines that over time. In qualitative studies for the Digital News Report, users talked about the magical nature of this algorithm and the fun and compelling experience:
Against this background it is not surprising that news publishers have begun to take TikTok seriously. Across 44 countries we find that around half (49%) of publishers are regularly updating TikTok accounts with news-related content (Figure 4). The fastest publisher adoption has been in some larger western European countries, including France, Spain, and
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