TikTok has seen rapid growth this year as a result of the coronavirus (COVID-19) outbreak and this looks set to last beyond the current pandemic, according to data from McKinsey & Company.
This is particularly important for brands as WARC's survey of over 1,000 marketers shows post-pandemic changes in consumer behaviour is the most significant impact on their 2021 strategy.
The short-form video app has proven most attractive in Mexico, South Africa and Spain, where 10% of adults over the age of 18 have started using the app since the coronavirus outbreak began.
The existing...