Trend snapshot: TikTok

Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.

Need to know

  • Known as Douyin in its native China, TikTok was launched by owner ByteDance in 2016. It has since been downloaded more than one billion times and has mounting influence in youth culture
  • Douyin and TikTok are potentially redefining the concept of short-from video for brands
  • Users can create and share vertical video clips lasting up to 15-seconds, and consume and comment on UGC through an AI-powered, feed-style interface
  • TikTok currently has four key ad formats: brand takeover, in-feed native video, hashtag challenge and branded lenses
  • Its rapid rise has been marred by controversies related to brand safety,...
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