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TikTok's audience boost from COVID likely to last
25 November 2020
TikTok's audience boost from COVID likely to last
Douyin/TikTok South Africa Indonesia

TikTok has seen rapid growth this year as a result of COVID-19 and this looks set to last beyond the current pandemic, according to data from McKinsey & Company.

Why it matters

The short-form video app TikTok saw its user base grow rapidly during 2020’s stay-at-home lockdowns and it presents the biggest challenge to more established platforms like Facebook and Instagram.

Marketers have recognised this – WARC's own research shows that over two-fifths (44%) of marketers plan to spend more on TikTok in 2021, making it the fourth most in-demand platform ahead of Facebook

Takeaways

  • In China, where...

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