Okay, I’ll fully admit it: I am fascinated with TikTok. It has completely raptured me — especially in this brave new world we’re in today.

But why has it became such a force of nature?

For me, it’s a combination of three things: addictive design, bursting creative tools, and (perhaps most important) an inviting community.

• Addictive design: TikTok immediately throws you into the product. No sign-in, account, onboarding. Rather than YouTube, it serves concentrated dose of 60 seconds with every flick of your finger that are vertical and fit with your screen. It immediately gives value without asking anything in return. Remember when you supposed to go to bed hours ago? Woops.

• Creative tools: After a week, you get inspired to just throw something at the wall and see what sticks. The creative barrier of entry is intentionally set very low. You can lip sync with a trending song, change your environment with a ‘Green Screen’ effect, or add an AR effect with glasses. You really can explode your ideas into every which way.

• Inviting community: We want to belong somewhere. Especially now — after life has turned virtual from this virus. But TikTok prides itself on its inviting, zany community. No need to polish, prune, or filter — unleash your authentic self into its atmosphere. And many people will engage and jump in with you. (Literally, with a ‘duet’!)

With the world far apart, we can still feel together. And TikTok gets huge credit for doing a bang up job.