![]() ![]() According to the October 20 th edition of The Weekly Calistogan, students began taking the larger trash bins and school chromebooks.” This trend is not only occurring at middle- and high schools but recently has also been reported at the college level, including a posted TikTok video of a street sign theft at North Dakota State University. Calistoga (California)’s Junior-Senior High School’s experience with devious licks “began with smaller, petty thefts, like paper towel rolls and classroom supplies… over time, the stealing grew. Not only have Minneapolis-area students at Shakopee West Middle School and Stillwater Area High School recently damaged their bathrooms other students at these schools have recorded themselves stealing school property including exit signs, microscopes, and telephones. ![]() This trend began in September 2021 with a TikTok user sharing a video of a box of face masks they claim to have stolen from their school since then, students have posted videos of other items they’ve stolen or destroyed, beginning with bathroom vandalism and progressing to theft of other school property in addition to stolen and damaged paper towel dispensers, sinks, toilet paper holders, and mirrors. defines a lick as “a successful type of theft which results in an acceptable, impressive and rewarding payday for the protagonist.” In this case, the “reward” for students participating in these activities is viral online influence and fame, typically among their peers. By now you’ve likely heard about “Devious Licks,” in which students are committing acts of vandalism in order to post videos about these activities on social media – typically on the video platform TikTok. “Devious licks” and “Slap-a-Teacher” are the latest type of TikTok Challenges, appearing on social media and in commentaries about them in news bulletins, emails home from school principals, and PTA newsletters. Ripping soap dispensers from bathroom walls, vandalizing lockers and trash cans, and – perhaps most unfathomable to me – SLAPPING TEACHERS?! TikTok’s new offering follows the same sort of model by helping creators cut down on the amount of time and effort it takes to reach out to brands to try to get brand deals.By: Debra Matell Cohen, Ed.D., John Winthrop Wright Director of Ethical Education at. Or, they can run “challenges” that invite people to post using a specific prompt or sound on TikTok or Instagram for the chance to receive cash rewards determined by engagement milestones. These celebrities and influencers are able to sell the chance to collaborate with them. Pearpop allows creators and brands to buy collaborations with celebrities like Madonna and creators like Sommer Ray. ![]() The idea and premise behind the TikTok Creative Challenge is somewhat similar to that of Pearpop, an LA-based startup that facilities brand-to-creator collaboration as well as creator-to-creator collaboration. TikTok says creators who are enrolled in the program will get access to resources, including a dedicated Creator Community group and Mentor Program to connect with other creators. If their video is approved, it will run as an ad on the app’s For You Feed. Videos that creators submit will not be displayed on their profiles. Creators will receive notifications for their submissions if revisions are necessary, with the option to revise or appeal.” ![]() Rewards are influenced by many factors, including qualified video views, clicks and conversions. “Once submitted and approved, creators can see the status of their submissions, view performance and check monthly earnings. “Submissions should be high-quality, well-edited, original content,” TikTok explained in a blog post. Once enrolled in the TikTok Creative Challenge, creators will be able to browse through a list of challenges, and view the reward pool, additional details and requirements. To be eligible for the new feature, creators must be at least 18 years old and have a US-based account with a minimum of 50,000 followers. TikTok Creative Challenge is currently in testing as with select brands. The company announced on Tuesday that it’s launching the “TikTok Creative Challenge,” a new monetization feature that allows creators to submit video ads to brand challenges and receive money based on video performance. TikTok is introducing a new way for creators to earn money on its platform. ![]()
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