Unless you live under a rock without Wi-Fi, TikTok needs no introduction. The social video platform exploded onto the scene in 2018 and hasn’t slowed down since. Today, the app has one billion monthly active users and has been downloaded 2.6 billion times.
In its early days, TikTok was seen as the domain of the Gen-Z crowd. But this is changing. The TikTok audience still skews young, but its percentage share of users under 24 is dropping. Meanwhile, millennial users — with their buying power — are on the rise.
And marketers are taking notice.
To the dismay of the teens who popularized the platform, corporations have landed on TikTok in a big way. Walmart, Chipotle, the NBA and NFL, and even Hewlett-Packard all have their own accounts.
There may have been a time when TikTok wasn’t the best fit for all brands. But now, with ads available for business accounts and big brands finding creative ways …