Why it matters

Social media action has long moved on from mere status updates to user-generated content. Video-sharing social networking platform TikTok has fast become one of the most popular apps in India and brands will need to better understand what makes its users tick before they try and jump on the bandwagon.


  • Keep brand content native so the users don’t feel the difference when consuming content.
  • Appoint influencers and advocates for your brand to the platform.
  • Be open to co-creating content to unlock the benefits of organic amplification for your brand.

ByteDance-owned Chinese video-sharing platform TikTok is popular in over 150 markets in 75 languages and boasts a user base of 500 million, hitting the milestone in a matter of only a few years, three to be precise. It is one of the most downloaded apps worldwide having crossed a billion and 1.5 billion mark on the iOS App Store and Google Play in 2019. What makes a platform that allows users to create and share short videos with music and filters really click with people?