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TikTok Turns Average Joes Into Stars. Then What? – The Wall Street Journal

Even when a creator scores a viral hit, repeat success can prove elusive



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When Kendra Womack uploaded a short video of her aunts Labrador retriever to TikTok last year, she didnt expect what happened next.
The social-media apps algorithm picked up the clip of the 26-year-old student and part-time barista tossing a yellow squeeze toy to Daisy, who appeared to devour it in a single gulp, and promoted it to users around the world. Overnight, the 12-second clip went viral, getting hundreds of thousands of views. It has since been seen by more than 1.4 million people.
I was…

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