TikTok's audience boost from COVID likely to last

An overview of TikTok's audience growth during the coronavirus (COVID-19) outbreak.

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...

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