Excerpt: Owned by the $75bn private Chinese company ByteDance, TikTok lets users watch, create, and share quick-fire videos, usually set to pop music, of anything from dances to songs to make-up tutorials. It has become hugely popular with younger users, and is now attracting the attention of brands including Burberry and Pretty Little Thing.
“It’s a platform that has spiked the interest of a lot of advertisers not just because of their scale but also because of the type of volumes they have: Generation Z,” said Simona Marmina, senior director of paid social at WPP’s Mindshare. “The engagement on the platform is insane.”
For more insights from Simona and other industry leaders, including the challenges for TikTok, see the full piece in FT.