TikTok continues to attract users of all ages and advertisers of all stripes, despite a number of controversies around the safety of the environment it offers. 

A major factor behind its success is that its algorithms are designed to feed content based on users’ interests.  The low cost of production and ease of editing on TikTok has fuelled a content creation boom, particularly among young users. TikTok is determined to retain those creators, and to help them to partner with relevant brands, not least since resarch indicates that UGC vidoes about brands outperform Facebook ads, for example. 

There are growing possibilities for brands to promote discovery and even purchase through the platform – and not just youth-oriented ones; B2B brands are also finding success in TikTok.