This article in German media company Deutsche Welle is by Emily Sherwin (Moscow):

A song blares on loop as two young women practice their dance moves, moving in synch. Around the living room, around 10 people perch on white and gold baroque-style wooden furniture and stare at their phones. This is a so-called TikTok House in Moscow.

TikTok is a fast growing Chinese social media platform, which a recent survey shows has overtaken Facebook in terms of popularity in Russia. It has over 20 million active users in the country.

The PR agency Social Stars runs this TikTok House and represents around 20 bloggers. Several of them regularly come to the Moscow apartment on weekends. They collaborate on creating content and meet with their producers from the agency to consult on how to increase their audience online.

Read the full story here.