What we know about marketing on TikTok

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

TikTok, or Douyin as it is known in China, is a fast-growing mobile video app with a global userbase, especially among teen and young adult audiences who appreciate its entertaining content and fostering of community. Brands are using TikTok to engage users through ads, creator partnerships and native video content, particularly in the form of participatory ‘hashtag challenge’ campaigns. It benefits from lower CPMs than other social media platforms and can drive website traffic as well as promoting commerce within the app.


Known as Douyin in its native China, TikTok launched in 2016 and has enjoyed rapid growth since...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands