TikTok
A short-form video platform known for viral content, trends, and influencer marketing.
Definition
TikTok is a short-form video platform owned by ByteDance, featuring user-generated content typically 15 seconds to 10 minutes long. The platform algorithm-driven For You Page surfaces content based on engagement patterns rather than follower counts.
TikTok has become a major marketing channel for brands, particularly for reaching Gen Z audiences. The platform offers advertising options including in-feed ads, branded hashtag challenges, and creator partnerships.
Why It Matters
TikTok has fundamentally changed social media consumption and content creation. Its influence extends beyond the platform, driving trends that spread across all digital channels.
Understanding TikTok is essential for marketers targeting younger demographics and for brands wanting to appear culturally relevant.
Examples in Practice
A CPG brand launches a hashtag challenge on TikTok, generating millions of user-created videos featuring their product. The organic reach far exceeds what paid advertising could achieve.
B2B companies use TikTok to humanize their brand, with employees creating behind-the-scenes content that drives awareness among future employees and customers.