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TikTok and Its Impact on Business: A Baffling Success Story

Paul Francis
Nov 8, 2023
3 min read

In the ever-evolving landscape of social media platforms, TikTok has emerged as a powerhouse, changing the way we consume content and transforming it into a potent tool for businesses to engage with their audiences. TikTok's success can be attributed to its unique format, and today, we'll explore its journey from inception, its potential impact on businesses, and the challenge it poses to traditional media.

How TikTok Got Started

TikTok, owned by the Chinese company ByteDance, made its international debut in September 2017. However, its origins can be traced back to Douyin, an app launched in China in September 2016. Initially, Douyin was primarily focused on the Chinese market, allowing users to create and share short video clips, typically lasting 15 to 60 seconds. The app swiftly gained popularity within China, garnering millions of users and challenging the dominance of other social media giants like WeChat and Weibo.

In 2018, Douyin was rebranded as "TikTok" for the global audience, marking its expansion onto the international stage. This transition allowed TikTok to adapt to the unique preferences and cultural nuances of users from various regions worldwide, effectively making it a global sensation.

The Vine Connection

For those who remember Vine, an app that allowed users to create and share 6-second video loops, TikTok might seem like a spiritual successor. Vine paved the way for short-form video content and established the groundwork for the success of TikTok. TikTok expanded upon Vine's concept, offering more tools, features, and a user-friendly interface, thus capturing a broader audience.

TikTok's massive popularity is primarily driven by Generation Z and millennials, who embrace its short, engaging videos. The platform's algorithm tailors content to individual preferences, ensuring that users continually discover fresh, captivating content, making it a go-to source of entertainment for these younger demographics. Its intuitive, swipe-driven user interface and vast library of effects and music tracks add to its appeal, making it a highly engaging platform.

The Business Perspective

TikTok has become a powerful marketing tool for businesses. Here's how TikTok is beneficial for companies looking to engage with their audience:

Creativity and Authenticity: TikTok encourages creativity and authenticity. Companies can connect with their audience through genuine, relatable content, often featuring behind-the-scenes glimpses and employee stories. This genuine approach helps build trust and a sense of authenticity that resonates with TikTok's user base.

Trend Capitalization: TikTok trends spread like wildfire, and businesses can jump on these trends to increase their visibility and engagement. By participating in popular challenges or using trending music, brands can create a viral marketing moment, increasing their reach and impact.

Influencer Collaborations: TikTok influencers have massive followings and can effectively promote products and services. Collaborating with influencers can help businesses reach a broader audience and build trust with their target market. The inherent authenticity of TikTok makes influencer endorsements all the more powerful.

For a practical example of TikTok's potential for businesses, while scrolling through TikTok this morning, I stumbled upon a clip from the "Baffled Podcast." The snippet, which talked about the differences between Halloween in England and the US piqued my interest, leading me to seek out the full podcast episodes on Spotify. Intrigued by the content, I even explored the Baffled Podcast's website for merchandise.

This illustrates how TikTok can drive traffic to external platforms, helping businesses expand their reach and potentially boost sales. TikTok's capacity to captivate its users' attention, even for just a minute, and generate interest in products or services is a powerful asset for businesses looking to increase their online presence.

TikTok's journey from its launch to its current status as a dominant force in the social media world is nothing short of remarkable. Its ability to engage younger generations, capitalise on trends, and foster authenticity has made it an invaluable asset for businesses looking to connect with their audience. As TikTok continues to evolve, companies that harness its potential for creativity, engagement, and storytelling will find themselves well-positioned in the competitive world of digital marketing. So, if you're baffled by TikTok's success, perhaps it's time to explore its potential for your own business. With TikTok, businesses have the opportunity to reach an engaged, youthful audience and drive their growth to new heights.

Journalism on the Frontline: The Life and Death of Victoria Roshchyna

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6 May 2025

Paul Francis

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In an age where truth is often a casualty of war, Ukrainian journalist Victoria Roshchyna stood as a defiant exception. A fearless voice amidst chaos, her commitment to reporting from the frontlines of Russia’s invasion of Ukraine cost her everything—including, ultimately, her life.

Back view of a person wearing a "PRESS" vest walking through rubble in a war-torn city, with a somber, tense mood. — AI image of Press officer in a Warzone

A Promising Voice from Zaporizhzhia

Born in 1996 in the industrial city of Zaporizhzhia, Victoria Roshchyna began her journalistic career young, covering courts and crime as a teenager. But it was the seismic shock of Russia’s full-scale invasion in 2022 that reshaped her path—and gave rise to some of the most courageous journalism of the war.

Working with outlets such as Hromadske, Ukrainska Pravda, and Radio Free Europe/Radio Liberty, Roshchyna became known for going where few dared. She reported from the besieged city of Mariupol, from occupied territories, and from communities terrorised by Russian shelling. Her focus wasn’t just on bombs and battle lines, but on the people living through them.

Victoria Roshchyna First Detention - and Defiant Return

In March 2022, Roshchyna was detained by Russian forces while reporting in Berdiansk, southeastern Ukraine. She was held for 10 days, subjected to interrogation, and coerced into recording a video thanking her captors. The experience would shake many—but not Victoria.

She published her harrowing account of that detention, then returned to the front. Later that year, she was awarded the International Women’s Media Foundation’s Courage in Journalism Award—an honour she declined to collect in person, choosing instead to continue her work in the field.

Disappearance in Occupied Territory

On August 3, 2023, Roshchyna vanished while investigating alleged secret detention facilities near the Zaporizhzhia Nuclear Power Plant—an area under Russian control. For months, her family and colleagues pleaded for answers. Russian authorities refused to confirm her whereabouts until April 2024.

By then, it was too late.

Torture and Tragedy

According to official statements, Roshchyna died on September 19, 2024, during a transfer to Moscow, allegedly as part of a prisoner exchange. But the circumstances of her death—and the condition of her body—told a far more disturbing story.

Her remains were returned to Ukraine months later, mislabelled as those of an “unidentified male.” Forensic experts discovered her body bore signs of extreme torture: broken bones, electrocution marks, and the removal of her eyes, brain, and larynx—presumably to hide evidence of how she died.

She had been held in Penal Colony No. 77 in Berdiansk, and later transferred to SIZO-2, the notorious pre-trial detention centre in Taganrog. Investigations by human rights groups have linked both sites to systemic torture, starvation, and abuse of Ukrainian detainees.

A Chilling Pattern

Roshchyna’s death fits a grim pattern of violence against journalists in occupied Ukraine. Her case is a searing indictment of how the Kremlin seeks not only to suppress information—but to punish those brave enough to uncover it.

Her story also speaks to a broader crisis: the dangers facing reporters who challenge authoritarian narratives, especially women. Despite the personal risk, Roshchyna refused to be silenced. And for that, she paid the ultimate price.

Remembering Victoria

Tributes have poured in from around the world, honouring Roshchyna as a symbol of fearless journalism. But perhaps the most enduring tribute is the legacy of her reporting—accounts that give voice to civilians under occupation, to families ripped apart, and to lives lived under threat.

Her colleagues remember her as warm, sharp-witted, and deeply committed to the truth. “She wanted to show the human face of war,” one wrote. “And she never stopped trying.”

In remembering Victoria Roshchyna, we are reminded of the essential—and dangerous—role of journalism in conflict. Her story must not be forgotten. Her work must continue.

Citations and Sources

The Guardian – ‘Numerous signs of torture’: a Ukrainian journalist's detention and death in Russian prisonhttps://www.theguardian.com/world/2025/apr/29/viktoriia-roshchyna-ukrainian-journalist-death-russian-prison
The Washington Post – Russia’s detention of civilians: secret prisons and torturehttps://www.washingtonpost.com/world/interactive/2025/russia-detention-ukraine-civilians-occupation
Radio Free Europe / Radio Liberty (RFE/RL) – Ukrainian Journalist Missing In Russian-Occupied Area Has Been Detained, Relatives Sayhttps://www.rferl.org/a/ukrainian-journalist-roshchyna-missing-russia-detention/
Hromadske International – Victoria Roshchyna’s First-Person Account of Her 2022 Detentionhttps://en.hromadske.ua/posts/journalist-victoria-roshchyna-released-from-captivity
International Women’s Media Foundation (IWMF) – Courage in Journalism Award: Victoria Roshchyna (2022)https://www.iwmf.org/community/victoria-roshchyna/
New York Post – Body of Ukrainian journalist returned with signs of torturehttps://nypost.com/2025/04/29/world-news/body-of-ukrainian-journalist-kidnapped-by-russia-returned-with-eyes-brain-removed-likely-to-hide-signs-of-torture-report