Why it matters

TikTok is a global phenomenon, with 500 million users in China, over 150 million in India and 40 million in the US – and it continues to grow rapidly. However, users of the app have clear expectations of content that brands using TikTok as a marketing platform must adhere to.


  • In western markets, the app is known as a destination for entertaining video content; in China TikTok’s diverse age base means younger users are often seeking informative content.
  • TikTok’s Hashtag Challenge ad format is perfect for brands looking to engage authentically with millennials, and supports consumer journey all the way through to purchase.
  • When running truly global content on TikTok across multiple regions, brands need to be aware that platform functionality varies from market to market.