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What does it actually mean to be good at TikTok?

From American Public Media, this is Marketplace Tech.

I'm Megan McCarty Carino.

Zoran Mamdani, the mayor-elect of New York City, is a polarizing figure, but almost everyone agrees he's good at vertical short-form video.

Love it or hate it, the format has a stylistic language all its own, so we asked Joshua Skako to help us dissect what exactly makes a political short-form video effective.

He's a professor of communications and director of the Center for Sustainable Democracy

at the University of South Florida.

The big element with these types of formats, particularly sort of digital social formats,

is interactivity. That also then carries over to the platform itself. The

ability to share, to like, to engage with is very different than that sort of one-way television

format. And the messaging itself on the Mamdani side is adapted to the interactivity, both within the

video itself, as well as around the video.

Well, let's look at an example from Mom Doni's campaign.

This was a TikTok video that was running towards the beginning of his run for mayor of New York City.

Let's watch it.

New York is suffering from a crisis, and it's called halal inflation.

...