TikTok is spending big and successfully paying off 'Black Friday' and 12/12 Sales. Another effect: Islam
2 Decades ago, after 911 Tragedy, a lot of White - Caucasian [not only in US] declare - converted to be muslim. 2 Waves. Convert from Instagram to be TikTok users, and convert to Islam
DC 12.52PM
[muallaf Abbey Hafez]
Plestia Bosbos Alaqad. Before war, she’s intense use TikTok. After war, although has a twitter and TikTok, Plestia mostly using Instagram. But even barely use TikTok, one of her feed reaches 1.9 million views.
On Oct. 20, 13 days after Hamas’ brutal surprise attack on Israel, the content creator Megan B. Rice took to TikTok to record an emotional video.
“No, but can we talk about the Palestinian faith real quick?” Rice posted on TikTok on Oct. 20. “Because it’s unlike any I have ever seen. I have quite literally seen videos of people who have lost everything, even their children, and they are holding their dead children in their arms and still thanking God, still asking God to take care of their children from there.”
Now TikTok is stepping up a push to get its creators to make longer videos like the ones found on other apps. TikTok users now spend 50% of their time watching videos longer than 1 minute, according to a presentation given to creators last month. The trend ‘longer videos’ get a help because war: a lot of users try to explain her or his thought about destitute Gazans people under bombing.
Of course, to share thought must spent [record video by TikTok] more than 1 minute. A lot of famous users create 5-straight PARTS OF VIDEO just about 1 thought, and he or she even take recording until 3x times per day, just because Gaza and Palestine. The real question is how have TikTok’s demos changed. Younger people are much less patient with longer content and TikTok allows users to 2x videos.
If you use the phrase "tiktok trend" when what you really mean is "something i saw a couple of weirdos online doing," I will appear in your bedroom and fill your sock drawer with nyquil chicken. Week 1st Novermber, or at least 3 weeks after ‘October 7th’, Zenia Mucha, the longtime Disney PR chief who joined TikTok in June 2023, hired a former lieutenant from Disney, Karen Hobson, to run a newly created Media Relations & Product Publicity team. Yes, Disney, a company alongside a lot of other like Starbucks, McDonalds etc, to be targeted [boycott] in the wake funding Israel weapon.
This vastly underestimates the actual money & energy directed at silencing those who dare to show humanity towards Palestinians (let alone being one). I’ve been on the receiving end of attacks for the past few weeks from all angles… and it’s energizing! 10/10 would do it again.
If silencing from a lot of sides to mute Gaza and or mute expression for Gaza [currently] feel scary - tricky, the TikTok users push himself or herself to unleashed campaign about and for Gazans.
According to Middle East analyst Yousef Munayyer [he’s also got cancelled by ‘some global TV channel], ‘have never witnessed the level of censorship and discourse policing by cable news that is taking place right now just because speak up for Palestine.’
Today, it's the first holiday shopping season of the TikTok Shop era, the "monster explosion" of sales been seeing on the [TikTok] platform, a catalyst for creator economy amid Israel - Palestine war. TikTok is spending big to turn itself into a shopping destination, and the investment is paying off—so far.
This has been a thing all summer. TikTok has been promoting minute long videos for years but that push to over a minute has been game changing as a news/explainer creator. But with coincidence war [Palestine - Israel], look relevant because a lot of users very active to share his or her thoughts about [especially] Gaza. Even ADL Director Jonathan Greenblatt very worried that TikTok ruined Israel PR-ing.
YouTube, Instagram and other apps have spent years trying to compete against the TikTok juggernaut by offering short videos resembling the 15-second clips that made TikTok famous.
Will be interesting to see how creators bridge the YouTube / TikTok divide. YouTube communities are very strong also have a lot of history and we haven’t really seen the same kind of creator love at scale with TikTok afaict. ByteDance probably eventually converge on something resembling YouTube for long form. TikTok's default UX is not very conducive to watch and or discover long form content.
This is pretty interesting for those legacy outlets that have been struggling to adapt to (what appears to them as) TikTok's breakneck speed. It would also be useful to know if the longer videos' styles are also getting more placid. But again, longer videos are very useful especially to share thought about Palestine.
The phrase “the TikTok generation” was created by old people believing that somehow young people can’t cope with long form or slower narratives. This has never been true, and the makers of TikTok know it.
Tiktok was never about short form video The whole platform works because of stitches, duets, and sounds allowing you to effectively quote tweet video by remixing. Creates content not seen on others platforms. Throw in full screen auto play & now your algorithm has better signal.
In late October, TikTok invited dozens of creators to its New York office for a private event aimed at mobilizing them to create more videos at least a minute long. TikTok executives told the creators that by embracing longer videos, they can make more money and have more time to get their messages out, according to a person who attended the event. To drive that message home, TikTok told creators that users are now spending half their time on the app watching content that’s longer than a minute. And over the past six months, creators who post videos longer than a minute have five times the growth rate in followers of those who post only short videos.
“YouTube went out of its way to become more like TikTok, and now TikTok is trying to become more like YouTube,” said Matt Koval, founder of consulting agency Creator Dynamics, who worked at YouTube for nearly a decade.
Elon Musk said he stopped using TikTok when "I felt the AI probing my mind. It made my uncomfortable." He says teens and 20 somethings seem addicted to it. Musk says he doesn't think TikTok is "some Chinese government plot."
ByteDance / Douyin / TikTok Community in 2023 and 2024 is about people coming together around a common purpose—and getting results not possible on our own. We see this every day because the most ambitious entrepreneurs, brands, and creators, we see what makes extremely profitable communities. It’s this—
[1] they have a big purpose, or reason for their members to join and contribute; [2] They know that community feeds not just their “super fans,” but their entire personality, mind, thought, and business; and [3] they’ve bet big on memberships and courses.
In the nearly two weeks since Oct. 7, more than 4,000 Palestinians — many of them children — had been killed by Israel’s ceaseless airstrikes. Facing a shortage of fuel, food, water and electricity, the entire Gaza strip was teetering on the brink of what Human Rights Watch calls “a humanitarian catastrophe.” The mass killing has been unpaused. On the first day the temporary ceasefire expired [December 1st, 2023], 109 Palestinians in Gaza have been killed so far by Israeli bombardment and hundreds more wounded, according to health ministry.
Before ‘restart genocide’, more than 20k gazans already killed, 8k children killed by Israeli indiscriminate bombing.
Israel resume genocide, and Israeli TikTok angry. Shlomo Yitz
iPhone came out in June 2007; Uber was founded in March 2009. I’ve been thinking a lot about past technology revolutions and what they can teach us about our current AI revolution. If mobile offers any lesson, it’s that applications take time to develop. ChatGPT came out 10 months ago; this means we probably still have another six to 12 months before killer apps really start to emerge.
Here’s a chart of U.S. smartphone ownership after the iPhone came out—I’ve overlaid the foundings of WhatsApp (2009), Uber (2009), Instagram (2010), and Snap (2011).
And where this chart ends—in March 2012—we were still early innings. At that point, smartphone penetration in the U.S. was hovering around 40%. In years to come, more generational startups emerged: Tinder (2012), Robinhood (2013), TikTok (2015). These apps emerged 5, 6, and 9 years after the iPhone launched, respectively.
The lesson here is that technology revolutions take time. Despite the hype for AI right now, we’re still early: while 58% of American adults have heard of ChatGPT, only 18% have used it. In recent months, ChatGPT monthly active users actually ticked down. I expect we’ll need more vertical-specific, user-friendly LLM applications for the technology to really break through. Many of those applications are being built or dreamt up right now.
That catastrophe has galvanized many on TikTok, like Rice, whose videos previously revolved around updates and observations about her personal life, pop culture and books, to publicly decry Israel’s treatment of Palestinians.
With creators beginning their careers younger and younger, and older creators having been on the internet for 10+ years now, some are feeling trapped in the online personas they created. “The best creators evolve,” says Besidone Amoruwa, who works in partnerships at Instagram. And while she and other experts say there are ways to ease the transition between brands, the key is accepting that followers and brand deals might change. The severity of the backlash may vary, and any drastic online rebrand will elicit a negative audience reaction. Many followed the creator specifically for their original content, and to have that taken away can prompt feelings of betrayal, or at the very least a loss of interest.
Her video received more than 1.1 million views, and hundreds of TikTok users flocked to the comments to share their agreement. “Facts! I’m not even Muslim and the unity of the Ummah and faith in Allah SWT is beautiful. I can only hope to have an ounce of that one day,” one user posted. “This! I’m in no way a religious person now but seeing their love and faith for Allah brings me to tears. I wish I had that in a religion,” another echoed.
The next day, on Oct. 21, Rice decided to listen to an audiobook of the Quran for the first time. She posted her initial observations about it in a TikTok, saying she was “enjoying the read” so far, and received hundreds of comments, many from followers purporting to be Muslim offering her support and encouragement to continue her exploration. Two days later, Rice announced she was starting a virtual World Religion Book Club for anyone interested in reading and talking about religious texts, primarily the Quran. Garnering even more engagement from her audience, less than three weeks after that, on Nov. 11, Rice took her shahada — the Muslim declaration of faith and an official gesture of conversion to Islam — on TikTok Live, in front of an audience of more than 8,000 people. In less than a month, Rice had gone from irreligious to a devout Muslim, her conversion sparked specifically by the ongoing events in Palestine. During the same period, her followers more than tripled, from 227,400 to 832,100. (Rice now has nearly 922,000 followers).
Rice, who has said she previously identified as having “no religion,” is just one example of a larger trend on the social video platform: Thousands of American Christians and Jews, inspired by the Palestinians’ strength of faith in the face of overwhelming violence and hardship, say they are reading about Islam for the first time to understand the origins of that faith. Some are evidently so moved by their discovery that they’ve made the life-altering decision to convert to Islam, bringing them a host of new admirers and, inevitably, detractors who criticize them for perceived insincerity or opportunism, valuing clicks over true piety. Internet celebrity is even more fickle and fleeting than the offline variety. Although social media is designed to be a platform for infinite experimentation with personae and identity, abiding faith is fundamentally at odds with virality. In the case of these TikTok converts, experts fear, once Israel’s war in Gaza is finished, so too will their commitment – and what will that say about what it means to be a Muslim in modern America?
In the days since the Oct. 7 attack, searches on Google for the Quran spiked, and have maintained those highs; on TikTok, where the topic “Quran Book Club” has more than 15.8 billion views, many began reading the Quran for the first time. Some of those people, like Rice, and the formerly Jewish creator @JackJackWilds, are even converting to Islam. New Lines has spoken to several of them about their experiences.Clarke Jones (a pseudonym), is a 30-year-old American woman raised in a very conservative sect of the Church of Christ. She also converted to Islam not long after seeing Rice take her shahada. After leaving the church when she became an adult, Jones spent 12 years as an atheist before converting to Islam last month. After leaving the church when she became an adult, Jones spent 12 years as an atheist before converting to Islam last month. She said that before Oct. 7, she didn’t know much about the plight of the Palestinian people, but after seeing their strength of faith, it drew her to reconsider her own religious values. “I would say that Palestine itself didn’t make me convert,” she told New Lines. “But Palestine made me pick up the Quran. I originally picked up the Quran for education and solidarity and when I read it, it was describing what I already felt and what I already believe.”
Others on TikTok have told of a similar trajectory to conversion. Jamie Rosario, a 30-year-old product owner in Tampa, Florida, said she had always been a believer in something, dabbling in astrology and mysticism and the planets, but had never known exactly what it was she believed. When she started seeing videos of the depth of faith displayed by Palestinians, and watched Rice as she began parsing the Quran on TikTok, she was inspired to read the Quran herself. A few weeks later, she converted.
“Being a child growing up in New York City after 9/11 and seeing how Islamophobia developed from that, the Quran was entirely a mystery to me,” Rosario said. “I realized I was always just taking what I knew about it from Western media. So I decided to read it just to combat the propaganda and conditioning in myself that was making me have these preconceived notions about Islam … In the last 3 weeks, since I reverted, I’ve been keeping up with my daily prayers and I feel so much peace,” Rosario told New Lines. “Coming from a divorce, having sold my house, even the friends I had five years ago — it’s all a blank slate for me right now and the Quran and Islam and the community I’ve found is one of the things that has brought me a sense of hope and optimism. I’m returning back to who I was always meant to be.”
The wave of conversions like Rosario’s is reminiscent of anecdotes about an uptick in conversion to Islam in the aftermath of the 9/11 attacks, particularly among women. Though unlike now, when solidarity with the suffering of the people of Gaza seems to be leading such conversions, back then any such trend was not a show of solidarity for the terrorists, but because Islam had become a daily topic of interrogation and examination in the public sphere, with seemingly anyone from prime-time news presenters to Hollywood producers weighing in. 24, was the longest spy - series TV ever, aired just 6 weeks after 911, and accused ‘Islamophobic.’
Imam [Islam cleric, Ustadz] and Kim Bauer
Jack Bauer and Kim Bauer
Rice’s World Religion Book Club, started “to directly combat Islamophobia, prejudice, discrimination, hate toward religion, toward ethnicities, toward nationalities,” lives on a Discord server, which hosts events and online meetings, like interfaith discussions on religious topics and stories from the Torah, the Bible and the Quran.
There are also plenty of beginner classes for those interested in converting to Islam, taught by experienced Muslims, like “Tajweed for Beginners” and “Getting to Know Allah.” In this way, the book club is hoping to help challenge the common Western misconception of Islam as an inherently violent religion.
Dr. Mohammed Hafez, a Palestinian-American professor of politics in the Department of National Security Affairs at the Naval Postgraduate School, told New Lines he believes there are two specific dynamics that are leading to the spate of TikTok conversions: a search for personal identity, and a connection to Muslim and Palestinian networks. “Oftentimes people who convert in the context of these political crises are individuals who are unanchored in a religious view, they’re searching for meaning,” he said. “In this case what’s happening is you have people who are searching for a new identity but at the same time they are connected to Palestinians and Muslims who are activating around Gaza, and then they start to link the two together. So it’s those two interacting — the quest for identity, and the connection to Palestinian Muslims — that is leading to this conversion in this time.”
Jones said that she believes a big part of the phenomenon of recent conversions is “so many of us in the West realizing how deeply we’ve been lied to.”
“I was in first grade when 9/11 happened,” she told New Lines. “I very much grew up in a culture of Islamophobia and it has completely shaken me, the things that I was always taught that I know now are not true. It has me questioning everything.”
Rosario agrees, and told New Lines that this moment is just as much about politics and rejecting capitalism as it is about religion. “I think we’re all realizing that we’ve been too attached to celebrity culture and overconsumption and it’s important for us to have this moment — whether it’s leading you to Islam or leading you to be a more present and aware person — it’s important to recognize that some of these things that we thought matter truly don’t.”
Whatever is motivating some social media influencers to make a public display of conversion to Islam — and however authentic such conversions may be — the trend goes beyond a purported crisis of personal faith. It comes intertwined with politics, war and propaganda.
This became especially evident when Osama bin Laden’s “Letter to America” went viral on TikTok and in the World Religion Book Club Discord channel on Wednesday, Nov. 15, and large numbers of people — many of whom were too young to be politically active in the immediate wake of 9/11 — began praising it.
“That open letter to America from Osama Bin Laden is very damning against America,” wrote one Discord user, “He was spittin facts.” “I need everyone to stop what they’re doing right now and go read ‘A Letter to America,’” TikTok user Lynette Adkins posted in a now-deleted video. “Come back here and let me know what you think. Because I feel like I’m going through like an existential crisis right now, and a lot of people are. So I just need someone else to be feeling this too.”
Although much of the nuance and tragedy of the so-called war on terror might be lost on Gen Z, points raised about aspects of U.S. foreign policy that persist today still resonate with the younger generation. “What Bin Laden was expressing in that letter are political grievances that resonate with people today: that the U.S. is unconditionally supporting the occupation of Muslim lands, that the U.S. is arming governments that are killing Muslims,” Hafez said. “I think that’s what resonated with those individuals.” Of course, while some points in the letter may be politically relevant to the current moment, it’s also a brazenly extremist and antisemitic document calling for the annihilation of the West and of the Jewish people. Yet it is being passed around TikTok, without context, like a clarion call for revolution. Indeed, its viral spread is similar to that of conspiracy theories in the wake of 9/11: “Loose Change,” the popular documentary made by three 20-somethings that argued in favor of outlandish conspiracies such as “jet fuel can’t melt steel beams” and was viewed by millions of people, has been widely regarded as the “Internet’s first blockbuster.”
Moustafa Ayad, the executive director for Africa, the Middle East and Asia at the Institute for Strategic Dialogue, conducts research into how extremist groups use social media like TikTok and X (formerly Twitter) to spread their message.
In his research of the Bin Laden letter’s viral moment, “we found about 41 videos that were essentially copy-paste style videos of people reading out the letter,” Mr. Ayad told New Lines. “For TikTok, those 41 videos had about 6.9 million views. But what really pushed it over the edge was on X: you had verified users posting the entire text of the speech of the letter on X, and those got tens of thousands of views. We also saw an uptick in Osama bin Laden videos — there were literally 738 million impressions on X on Osama bin Laden content just between Nov. 14 and 16.”
What’s troubling, Ayad continued, is that the success of the Bin Laden letter on social media could make it a model for extremists hoping to use networks like TikTok and X to spread their ideologies. “It provides somewhat of a blueprint for extremists or supporters of extremist groups to gain platforms,” he said. “If you can come off and just read a speech from [Islamic State group Caliph Omar Bakr] al-Baghdadi, an English translation, and try to get your friends to do that — could you make it trend based on its anti-colonial or its decolonization narrative? Its Muslim unity narrative? Is that possible? There is that sort of element to it: It provides somewhat of a blueprint on how to exploit platforms in the future, whether or not it will actually be implemented or succeed.”
This is especially problematic when it intersects with the quest for identity displayed by many recent converts. A 2021 report by the Radicalization Awareness Network, to the European Union, argued that converts’ lack of a strong basis for their religion, and a searching attitude that prioritizes meaning, identity, guidance and mental peace, can “lead them to consider radical beliefs if they are more suitable for their inner needs.” The report states that converts are often primarily guided and influenced by online documents and contacts, and that such self-study, along with the absence of links with Muslim communities or mosques, can create a risk of radicalization because of the disproportionate online presence of extremist actors.
While many are converting to Islam in the wake of the Gaza tragedy because they feel truly called, the polarized social media climate can also create an echo chamber that makes conversion more of a political statement than a religious one. “Conversion is seen in part as a kind of countercultural moment, it is seen as a defiance of authority,” Hafez said. “In the context of a social media landscape, particularly in a politicized context like this where converting to Islam becomes a political statement of solidarity with Palestinians in opposition to the dominant cultural narrative that is supportive of Israel’s policies in Gaza, that in itself could be driving the phenomenon forward. It’s a diffusion of a repertoire of resistance and defiance against the dominant culture that’s really conducive for this social media landscape.”
It’s impossible to know for sure just how widespread a phenomenon conversion has become in the wake of Oct. 7, not least because exactly how TikTok’s algorithm works remains a mystery. TikTok says the algorithm takes into account factors like likes, comments, trending sounds, hashtags and the amount of time a user spends watching videos, but how exactly the “For You” page can predict tastes so well is still largely an enigma. The algorithm has long been criticized for bias and discrimination, including racism, as well as for creating feedback loops that only ever expose users to the same kind of content they typically like and interact with.
When it comes to #reverts on TikTok, that means that if you’re served a video from a convert, or even a video about the Quran or Islam, and you interact with or spend a significant amount of time watching that video, you’re more likely to see videos on the same topic in the future. If it suddenly seems like absolutely everyone on your For You page is converting to Islam, that’s the algorithm giving you what it thinks you want, which can create the sense of a mass movement happening that is not realistic outside of your TikTok app.
For his part, Ayad, who is Muslim, said that he is worried that people are becoming Muslim as a fad. “As a Muslim, I can’t be mad at people taking the shahada, but at the same time is it earnest?” he said. “I don’t know, is it a fad, is it trendy? Some of us have been living with what is essentially this idea of a stigma as being Muslim. This Muslim identity is not something we threw on. We’re born into it. That to me is the sad part.”
Both Jones and Rosario said that they believe the spate of conversions like theirs are genuine, and not just part of a larger social media trend. “I think for a lot of people who have been searching their whole lives, I think Islam really resonates with me and I would like to trust that for others that are converting it’s really resonating with them,” Jones said. “Like everything that gets big on social media I’m sure there are people who are doing it for clout but I really hope that’s not the overall trend.”
After starting the World Religion Book Club and making a name for herself on TikTok through her public study of the Quran, Rice announced suddenly last week that she would stop doing Quranic lessons on TikTok Live. Though many people had initially celebrated Rice’s conversion, others accused her of being a “fake Muslim,” or of converting to Islam just for clout and followers.
Others criticized how Rice chose to worship or practice her newfound faith, accusing her of not following the religion properly, and saying her conversion wasn’t genuine. Since the backlash, Rice has said she no longer feels safe on TikTok Live, as she explained in a new video, which she captioned “#harampolice really don’t want reverts to stay in Islam! 😂 Y’all need HALP.”
“The haram police — man, are they awful,” she said, referring to ultraconservative Muslims who had begun to police her behavior online. “They’re so bad. I get like DMs and comments incessantly from people telling me, ‘You need to delete every last video on your page where you’re not wearing a hijab.’ Actually sir and ma’am, I don’t have to do a single thing you tell me to do. Those videos were before my shahada, mind your business. That’s wild to me that people do not know me personally, I do not know you personally, and you feel entitled to tell me about my life and my faith and what to do with it.”
For some, Rice’s decision to step away from the movement she helped to start, even temporarily, is a loss to the TikTok Muslim community, especially for those who see what’s happening in Gaza as a beckoning call to show solidarity with new Muslims and welcome them into the fold. As one supporter on TikTok put it: “Megan Rice is the name of this particular moment of people who have started a journey into Islam, and they do not need people who have got very narrow-minded views commenting on their posts.”
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So far the highest ranking UNITED NATION and white caucasian, and still in Gaza, just Jame Elder, UNICEF spokesperson. ICC Prosecutor Khan in Jerusalem, not in Gaza.
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I know a lot of high-ranking media, such as New York Times, Guardian, Anadolu, BILD, Spiegel, Financial Times, Strait Times, Washington Post etc subscribed my substack. Plestia ‘Bosbos’ Alaqad ready to be your Stringer inside Gaza under bombing by Israel. Plestiaa2011@gmail.com
Toddler with Plestia, before war, living in Northern Gaza and they evacuated to Southern Gaza. Since Friday, Oct 13, when Israel announced to every Gazans from northern move to southern, more than 5,000 killed in southern, not counting barbaric bombing in northern Gaza. Northern Gaza is being depopulated, while even residents in the south are ordered to evacuate as the israelis implement their ethnic cleansing. Refugee literally fulfilled Israel warning, and still killed with barbaric bombing by Israel. Documentation by Plestia Alaqad
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