Vine and Snapchat may have popularised the short video format on social platforms, but TikTok has broadened the medium’s potential, allowing users to join viral crazes with just their phones. As Gen Z’s attention spans shrink, the app offers an easy way to participate in a wider digital community.

Popular live streaming gaming platform Twitch has announced its first branded videogame, Twitch Sings. Offering users an engaging take on karaoke, the move highlights the brand's desire to tap into TikTok's growing popularity, and a veering away from its ‘gamers only’ identity.

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?

Denver-born star Billie Eilish has been serving up rich, textured songs from her bedroom since she was 15. Sampling a wide range of popular culture, referencing her acne scars, and singing acoustic ballads about killing her friends, Eilish is the YouTube-sprung Gen Z icon challenging the mainstream.