Ask one subset of people about TikTok and you'll get a barrage of links to funny clips involving cats, magicians blowing your mind or someone setting up a tent in 1.5 seconds.
You get the idea.
The video-sharing network, to those aged over the age of 25 or so, might seem like a huge distraction and yet another service that is keeping younger generations away from the real world.
But alongside TikTok's viral and light-hearted content is an ecosystem of sharing, creativity and enjoyment.
It's also highly addictive.
In other words: TikTok is an ecosystem that is ripe for marketers to exploit or capitalize on.
Travel, for the large part, being what is - an aspirational, multi-sensory, positive experience - means that there is a huge opportunity for brands to reach a market of consumers that rely on TikTok for information and content.
These consumers are either taking their first tentative steps into the travel booking marketplace or will be soon.
But brands need to consider carefully how they approach TikTok as another social media vehicle on their list of channels, alongside existing giants such as Instagram.
Hannah Bennett, brand partnerships lead for travel for TikKok, joined us as part of PhocusWire Pulse: A New Age For Social Media last week. She's in conversation with PhocusWire's Linda Fox.
The full interview is available below...
PhocusWire Pulse: A New Age For Social Media - Hannah Bennett of TikTok
* Other replays from the event are available here.