The marvels of the digital era have brought about countless inventions for human civilization—among which is TikTok, an application to upload short videos.
TikTok currently has 1 billion active users on the platform, a significant portion of which joined during the pandemic. According to Craig Chapple’s (Mobile Insights Strategist, EMEA) 2020 article on sensor towers, an increase from 199.4 Million to 314 Million was seen in the first quarter of 2020—right when a majority of the population was on lockdown.
As millions of people flocked to TikTok to kill time, brands took notice and strategically started marketing on the platform. Since about half of the demographic on TikTok is between 18 to 24 in age, brand content usually targets generation Z’s humour.
