TikTok’s popularity has exploded like a Mentos soda geyser. The app launched internationally in 2017, and by the end of 2023 it had more than 834 million users, making it the most downloaded app in the world.
This explosive growth is impressive, but it doesn’t tell the whole story. In 2023, TikTok was the most popular social media app in terms of user engagement, with the average American spending 53.8 minutes a day on the platform. (YouTube, its closest competitor, saw users dedicating 43.7 minutes daily.)
TikTok is now the most popular social media platform in the world and wields considerable social power in the US and other countries. TikTok trends can drive songs to the top of the Billboard charts, send products flying off shelves, and create overnight celebrities.
Here’s everything you need to know about TikTok, how it works, and how to use TikTok to promote your brand.
What is TikTok?
TikTok is a leading video-centric social media platform. The mobile app is the most popular way to access TikTok, but internet users can also access the web version. User-generated content in the form of short videos (three minutes or less) make up the majority of the content on the platform.
TikTok use is especially prevalent among younger users, with 44.1% of TikTok users in the US aged 24 or under, and 56% of all US adults ages 18 to 34 using the platform.
To watch a video, just open the app, and the content starts playing immediately. Videos are served in an infinite vertical feed, and swiping up reveals the next video.
TikTok has two video feeds: Following and For You. You can toggle between these streams at the top of the screen. The Following feed displays content from accounts you follow, while the For You feed presents users content tailored to their preferences, as determined by the TikTok algorithm. No two For You feeds are the same.
By interacting with content, you can teach the algorithm what you want to watch. If you like a video, follow a creator, or watch a video all the way through, TikTok starts showing you related content. For creators, higher engagement rates mean broader sharing of videos.
TikTok is home to a wide variety of formats and niche communities. Like-minded people use hashtags—like #nursetok, #booktok, and #pettok—to discuss specific interests.
The history and future of TikTok
The platform now known as TikTok was originally two separate apps: Musical.ly and Douyin. The Chinese company ByteDance first launched Douyin for the Chinese market in 2016. It was marketed as a photo and video-sharing platform. It quickly gained popularity in China, where the Chinese government has banned other social networks, including Facebook and Instagram.
Meanwhile, Musical.ly, a similar short-form video app developed in China—which primarily focused on lip-syncing—was gaining popularity in the US. To capture an international audience, ByteDance acquired Musical.ly in 2017. After the acquisition, ByteDance launched TikTok as the international version of Douyin, and Musical.ly accounts were converted into TikTok accounts. The Chinese version retained the name Douyin.
Privacy and security concerns
In March 2024, the United States House of Representatives passed a bill that would effectively ban TikTok in the US, citing national security concerns. The Biden administration expressed support for the legislation. If it becomes law, it will bar TikTok from app marketplaces in the US, unless ByteDance sells its ownership stake to an American buyer. This would prevent new users from downloading the app and block any updates for current users.
The future of a national ban is uncertain, but several states have implemented restrictions on TikTok. In 2023, Montana enacted a statewide ban (although its legality is currently being challenged in the courts). More than 30 states have barred TikTok from government-owned smart devices over data privacy concerns. Numerous other countries, including Canada, France, and Australia, have enacted similar legislation blocking the app from state-issued devices.
Key TikTok features
TikTok’s suite of features and user-friendly interface means you can make TikTok videos without any additional tools:
Video recording and editing
The TikTok app lets you record video clips and edit them directly within the app. This allows users to create videos without specialty editing software.
Stitch
Stitching is how you incorporate existing content into your own videos. Stitched videos start by playing another user’s video and then “stitch” the new content onto the end. Use this feature to create a video reply, answer questions, or offer commentary.
Duet
The duet feature is another way to add other videos to your content. In contrast to a Stitch, Duets play the original content and the new content side-by-side.
TikTok sounds
TikTok includes a library of background music and other sound effects you can lay over video clips. Popular songs or other trending sounds often play a key role in viral trends.
Filters
You can choose from filters and other visual effects, such as stickers, to enhance your video footage. This includes tools like beauty filters to enhance a subject’s appearance and augmented reality tools to add elements to a video’s surroundings.
Livestream
With TikTok Live, you can broadcast from your smartphone in real time and interact directly with your audience. Viewers can write in with questions or comments during the broadcast.
Direct messaging
TikTok's direct messaging feature allows users to communicate privately with one another. This feature looks similar to those on other social platforms. Each user has a private inbox for sending and receiving text-based messages or sharing videos.
How businesses can use TikTok
TikTok’s large, engaged user base makes it a valuable app for brands. These are some techniques you can use to reach potential customers on TikTok:
1. Create original content
Creating and publishing your own content is the best way to start building an organic following on TikTok. Brands often use TikTok marketing to publish educational content about their products. Some may also participate in trending topics such as hashtag challenges or create humorous short-form videos for entertainment.
2. Partner with influencers
Partnering with TikTok influencers can help you reach a larger audience. Find influencers through a tool like Shopify Collabs and contract them to review your products or feature your brand in a video.
Influencers can also promote your TikTok channel by using your content as the basis for a stitch or duet video. For the best results, seek influencers who focus on subject matter related to your products.
3. Run advertisements
You don’t need a huge following to reach a large audience on TikTok. You can advertise on the platform to promote campaigns, attract followers, or boost sales. TikTok ads can be short-form videos, still images, or user-generated content you pay to promote to a wider audience. TikTok’s native advertising platform offers basic video features, including editing tools and video templates, to make creating an ad easier.
4. Use TikTok Shop
TikTok Shop is the platform’s built-in commerce feature, helping sellers, creators, and affiliates with business accounts sell directly to customers. Features like Live Shopping enable real-time product sales during livestreams, while shoppable videos let you tag items in your content, with clickable links or icons for viewers to explore further details.
What is TikTok FAQ
What are the pros and cons of TikTok?
For individuals, TikTok offers inspiration and fun but risks exposing them to inappropriate content or wasting their time. Brands can reach a new audience and boost sales, yet creating content to post videos demands substantial effort with potentially delayed results.
Why is TikTok so popular?
Journalists and social media experts attribute TikTok’s popularity to its powerful recommendation algorithm and the appeal of its short-format videos, which offer a constantly refreshing stream of engaging content.
Who uses TikTok the most?
TikTok use is especially prevalent among younger users, with 44.1% of TikTok users in the US aged 24 or under, and 56% of all US adults ages 18 to 34 using the platform.