To Find Growth on TikTok, Marketers Need to Think Granular and Niche

It's no longer a platform brands and creators don't understand

Over the past two years, TikTok has triggered a fundamental reinvention of both creator culture and the way people interact online. Originally a teen haven filled with dance videos and sound-based memes, the platform’s horizons have expanded, drawing in 1 billion monthly active users across a broad range of demographics, according to company data.

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This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.