WikiTok: Wikipedia in TikTok Mode

Blogs remain essential for business marketing | 5 key insights about Gen Z in 2025, according to GWI

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Clara Nafría & Ismael Nafría
February 12, 2025 • Estimated Reading Time: 5 minutes

Good morning!

Welcome to "On the Net Today". Every Monday, Wednesday, and Friday, we bring you a handpicked selection of three valuable and interesting online resources to help you get the most out of the internet and optimize your browsing time.

Here are the three resources we've prepared for today:

  • WikiTok: Wikipedia in TikTok Mode

  • Blogs remain essential for business marketing

  • 5 key insights about Gen Z in 2025, according to GWI

WikiTok: Wikipedia in TikTok Mode 

WikiTok is a new website that allows users to discover random Wikipedia content through endless vertical scrolling, as if they were browsing the TikTok video app.

The website was launched a week ago by New York-based app developer Isaac Gemal, who was inspired by comments made by other users just two days earlier suggesting the idea of creating such a product.

Each screen displays the content title, a brief initial summary, and a background image, along with a link to the corresponding Wikipedia page. This way, users encounter random content that isn't influenced by any algorithm. WikiTok's creator defines the project in these words: "A TikTok-style interface for exploring random Wikipedia articles."

The site is available in various languages, including Spanish and English.

The website Ars Technica spoke with Gemal to explain the origin, objectives, and how this project was developed.

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Blogs remain essential for business marketing 

Are companies still publishing blogs? What value do they offer? Why do they do it? What's the future of blogs? These are some of the questions that a recently published report by HubSpot, titled "2025 State of Blogging Report," attempts to answer, based on responses from 500 marketing specialists.

The report confirms that 65% of companies continue to publish content in this format, considering it a crucial element in their marketing strategy. Of these, 22% publish daily, and 37% do so two or three times per week. 

In fact, 45% of the consulted experts indicate that their companies will invest more in blog publishing in 2025 than they did last year. Regarding the reasons that lead companies to publish a blog, 66% do it to strengthen brand awareness, 53% for customer engagement, 49% for lead generation, and 34% for SEO-related purposes, among other reasons. 

Among the many possible types of content to publish on a blog, those that seem to work best for companies are practical guides (51% of companies say they work well), industry news (45%), case studies (42%), in-depth explanatory articles (34%), and lists (23%). 

The report concludes that the state of business blogging is "solid" and that blogs remain one of the most effective vehicles for lead generation and brand awareness. Marketing professionals see enough value in it to continue investing in this format.

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5 key insights about Gen Z in 2025, according to GWI

Every year, GWI analyzes the behaviors and expectations of different generations to anticipate key trends in social, work, and consumer spheres. Their most recent report on Generation Z (born between 1997 and 2012), based on interviews with more than 230,000 centennials globally, reveals the five factors that will define their way of relating to the world in 2025.

  • Environmental attitudes are complex. Generation Z expects companies to lead environmental responsibility, but they're not willing to pay more for it. Although they seek sustainable brands, price remains a determining factor in their purchasing decisions.

  • Young people prioritize work independence and entrepreneurship over traditional employment. Therefore, companies must offer challenging and motivating projects to attract and retain junior talent.

  • Furthermore, according to the report, young people aged 16 to 27 feel comfortable managing investments, credit, and financial concepts. Unlike previous generations, financial stability is an early goal.

  • They're obsessed with connection, not just consumption. Podcast listening has been the fastest-growing habit since 2020.

  • Young people are delaying starting a family and prioritizing their personal and financial freedom. They also seek balance in their lifestyle: moving away from extremes or strict restrictions in diet and habits.

For brands and companies, understanding these trends will be key to connecting with a generation that values authenticity, independence, and accessibility.

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