TikTok: Understanding the only global social platform

An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.

Every day, Chinese consumers are flooded with information. Both their media usage and content consumption have become more fragmented and more frequent. Pair this with China’s unique social media landscape, and the country is an enigma to the rest of the world. All of its channels are sophisticated but unique to the market, with one exception: TikTok.

As the newest and most-talked about platform since its launch in 2017 and subsequent purchase of Musical.ly, TikTok has won over the youngest and most influential generation – Gen Z. With over 320 million daily active users and with 90%...

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