TikTok: a discussion

In recent years, TikTok has become one of the world’s most popular entertainment platforms, with over a billion active users, 41% of whom are aged between 16 and 24. 

And over a relatively short time period, its platform and algorithm have been incredibly influential, shaping the social media landscape into one that, in the main, favours short-form video content over static content. 

But despite it being considered by many as ‘the next big thing’, its future hangs in the balance due to growing geopolitical tensions…

With the UK government recently banning TikTok on government devices, including those of civil servants, speculation around the platform’s data security continues to dominate the public conversation.

Political safety aside, though, TikTok can be an effective tool for certain brands – but only if it aligns with their audiences and, most importantly, their overall business goals.

Going viral on TikTok might be high up on your marketing agenda – but if that viral video isn’t having a positive impact on your brand awareness or business financials, it might be time to pool your time and resources into other channels…

Watch our new video, featuring Rosie and Aaron, to learn how brands can best utilise TikTok – if it’s right for them.

And click here to watch other videos in this series.