TikTok's audience boost from COVID likely to last | WARC | The Feed
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TikTok's audience boost from COVID likely to last
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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