A guide to TikTok for brands

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.

Born out of the lip-syncing app Musical.ly, social media app TikTok, or Douyin as it is known in native China, is at the heart of the current zeitgeist. With 500 million monthly users in its homeland, 155 million in India, 40 million in the US, seven...