What we know about marketing on TikTok

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

TikTok, or Douyin as it is known in China, is a fast-growing mobile video app with a global userbase, especially among teen and young adult audiences who appreciate its entertaining content and fostering of community. Brands are using TikTok to engage users through ads, creator partnerships and native video content, particularly in the form of participatory ‘hashtag challenge’ campaigns. It benefits from lower CPMs than other social media platforms and can drive website traffic as well as promoting commerce within the app.

Definitions

Known as Douyin in its native China, TikTok launched in 2016 and has enjoyed rapid growth since...

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