From a fairly inconspicuous app mainly used for lip-syncing during its days as Musical.ly, TikTok has grown exponentially in terms of popularity and user count. Now, some of the most viral videos and trends that you find on other platforms can be traced back to TikTok. That's just how popular the app is today.

To give you an idea of just how popular TikTok has become with marketers, our State of Marketing 2024 Report finds that 50.6% of marketers allocate half their budgets to TikTok, and 51.9% plan on selling there.

In fact, the New York Times claims that TikTok "is rewriting the world." According to the publication,

TikTok will change the way your social media works — even if you're avoiding it.

These claims aren’t unwarranted, with the app’s user base reaching 1.6 billion according to the latest TikTok stats. These are impressive numbers considering it only started out with 85 million users in Q1 of 2018. Check out the following interactive graph to visualize the app’s growth over the years in comparison to other popular social networks.

See the latest TikTok Stats here

Over the years, TikTok has become much more than just a platform for creating and sharing short videos. It has now also evolved into a space for entertainment, creativity, marketing, social activism, and more. 

The platform has even been used as a tool for bringing light to important social issues and giving voice to marginalized communities. This post serves as a comprehensive guide to help you understand TikTok, how safe it is, why it’s so popular, and how businesses can use it.

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TikTok is a social media platform that allows users to create, edit, discover, and share videos. Originally built as a short-form video app, TikTok now lets you create videos ranging from 3 seconds to 60 minutes in length. 

According to the platform,

"TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy." 

The platform has changed a lot over time. It has disrupted the traditional social media landscape by creating a new format of content creation and consumption. 

Users can create and share videos on any topic, from lip-syncing to dancing, comedy sketches, educational videos, and more. 

In the Chinese market, TikTok works as a separate app called Douyin, which is one of the most popular apps in the country. TikTok maintains a separate user count from the Chinese version of the app.

TikTok works by letting users upload content on the app, which it then displays to other users on their For You Page and Explore Page. The TikTok algorithm personalizes the experience for each user by determining the best content to display to them based on a variety of factors.

It uses machine learning to understand your preferences based on how you engage with content on the platform. The algorithm factors in the accounts you follow, the content you view and engage with, the time you spend on each video, and more.

Based on this, it refines the recommendations to show you content that you’re most likely to enjoy. The learning happens in real-time, meaning that it will adapt its recommendations as your preferences and behavior change over time.

For example, if you’re following a lot of beauty and skincare accounts and consuming a lot of content related to those topics, the algorithm will recommend similar videos from creators in that space. However, once you start losing interest and pick up a new hobby, such as crocheting, you may notice the algorithm displaying more content related to said hobby.

To get a more in-depth understanding of how the platform works, be sure to check out our comprehensive guide on the TikTok algorithm.

Check out the How to Link TikTok to Instagram: The Ultimate 2024 Guide

In September 2016, ByteDance, a Chinese internet technology company with headquarters in Haidian, Beijing, launched a platform called A.me. Later, the platform was rebranded to Douyin the same year in December. 

The company developed the platform in just 200 days. Within just a year of launch, the platform has 100 million users, with over a billion videos viewed annually. 

After its initial success, ByteDance wanted to expand its market reach beyond China. Zhang Yiming, the founder of ByteDance, said,

"China is home to only one-fifth of Internet users globally. If we don't expand on a global scale, we are bound to lose to peers eyeing the four-fifths. So, going global is a must."

In 2017, ByteDance created a global version of Douyin and named it TikTok. The app was launched in international markets the same year. 

In November 2017, the company bought Musical.ly, a Shanghai-headquartered startup, for up to $1 billion. Mysical.ly was a short-form video app that allowed users to make lip-syncing videos. 

Originally released in 2014, Musical.ly was merged with TikTok in 2018. The existing data and accounts of both platforms were consolidated into one app. 

TikTok quickly gained fame in the international landscape, becoming the top free-to-download app on app stores across several countries, including Thailand, in 2018. 

In the same year, US celebrities, such as Tony Hawk and Jimmy Fallon, also started using the app. Some celebrities, such as Justin Bieber and Will Smith, joined later. 

TikTok saw this as an opportunity to make its platform a marketing channel. In 2019, TikTok allowed users to embed sales links in videos. 

By July 2020, TikTok had 800 million monthly active users in just four years of existence. The figure excludes Chinese users of the app's local version. So, the real figure is much higher. 

Over the years, TikTok has evolved into more than just a video-sharing app. Even when it comes to its video-sharing capabilities, the app has gone through significant evolution. While it originally supported videos up to a minute long, the latest TikTok video size guide reports that you can create long-form videos up to 60 minutes long.

Similarly, the app has introduced a number of features over the years to enhance the user experience. Some of the features have also been designed to provide advertisers and brands with more solutions to market their products and services.

In October 2022, TikTok made a move that was synonymous with Instagram's Shopping and Facebook's Marketplace. It added a feature to let users shop directly from the app. 

The TikTok Shop feature had already been launched in the UK prior to its release in the US in 2023. In a blog post, TikTok stated,

"TikTok Shop empowers brands and creators to connect with highly engaged customers based on their interests, and it combines the power of community, creativity, and commerce to deliver a seamless shopping experience."

With the introduction of TikTok Shop, users could tag products, making it easier for their followers to buy things from live videos or in-feed videos. Brands could also create a storefront on their TikTok profile, showing products and offering direct purchasing options.

Source: shop.tiktok.com

Later, TikTok also added a dedicated tab for TikTok Shop. Users can search for products here and browse different categories, such as beauty, fashion, home, etc. 

In 2022, TikTok introduced another feature that would make it at par with competitors like Instagram and Snapchat: Stories. TikTok Stories are vertical, short-form videos or pictures that disappear after 24 hours.

One of the most recent advancements in TikTok's features is TikTok Notes, an Instagram-like feature that lets users upload pictures. In April 2024, Notes was released for limited testing in Australia and Canada.

Source: play.google.com

While TikTok already lets users post pictures and carousel posts, the platform has started sending notifications to some users that their current and future image posts will appear in a new app, which is TikTok Notes. 

Shortly afterward, TikTok introduced Out of Phone, which allows partners and brands to make use of TikTok content beyond the app. This means you can display your TikTok ads and marketing content through other screens including billboards, kiosks, cinemas, airports, retail stores, bars, restaurants, and more.

One thing TikTok has stayed true to is its goal of encouraging creativity. While it had already launched Effect House in 2022 to align with this goal, the platform was solely desktop-based. In 2023, TikTok introduced a mobile effect editor to let users create original effects while on the go. With this editor, anyone, no matter the skill level, would be able to create unique new effects to unleash their creativity.

Meanwhile, the platform also evolved to enhance the experience for larger devices. Toward the end of 2023, TikTok upgraded the app experience so that those using it on tablets and foldable gadgets would be able to get a clearer video feed and seamlessly navigate the app.

During the fourth annual TikTok World Summit in 2024, TikTok introduced new ad solutions to streamline and scale the marketing capabilities of brands on the platform. This included TikTok One, which serves as a centralized destination to access the platform’s creative tools. 

Through TikTok One, brands will be able to access millions of TikTok creators to partner with and find potential agency partners. Additionally, they would also be able to make use of the platform’s creative tools to launch successful TikTok campaigns.

Another solution they introduced is TikTok Symphony, which is a Creative AI suite to effectively scale and optimize your marketing efforts. The suite makes use of AI-powered efficiency to write scripts, produce videos, and optimize your ad assets.

One of the latest updates is the introduction of TikTok Studio to empower creators with a comprehensive set of tools to create content and manage their accounts. The platform comes with tools such as auto-caption, photo editor, and auto-cut to simplify the content creation process. It also offers creators powerful analytics to understand their account performance, audience behavior, and monetization of their TikTok videos.

Here’s a quick overview of how the platform has evolved over time since the days of Musical.ly:

As TikTok's popularity grew, so did concerns about user data and privacy. In 2019, India banned TikTok in response to a court order which ruled that the app was spreading pornography, so it should be removed from the app stores. 

Later, an appeal was filed, resulting in the decision being overturned. 

The next year, India banned TikTok again, stating that there were reports of the app

"stealing and surreptitiously transmitting users' data."

India is not the only country that has taken action against TikTok due to data privacy concerns. In 2019, the US government also initiated a national security review of TikTok in response to a suggestion by Republican and Democrat lawmakers. 

US Secretary of State Mike Pompeo said that that app was

"feeding data directly to the Chinese Communist Party."

Source: nypost.com

Besides the US, the Australian intelligence agencies and the UK's Information Commissioners' Office are also probing the app's data handling practices. According to TikTok's privacy policy, the app collects a lot of data, including keystroke rhythms of people's typing, phone model, phone operating system, location data, and videos watched and commented on. 

The app also reads the clipboards of people's devices, so it can see what is being copied and pasted. However, it didn't come off as out-of-the-ordinary because many apps like LinkedIn and Reddit also do the same thing, for good reasons. 

Interestingly, unlike other social media platforms, such as Meta, TikTok is willing to be fully transparent about its data-sharing practices. The platform's chief executive even said that the company would let experts examine its algorithm to prove that it is not beholden to the Chinese government.

However, in 2024, the US Congress approved a bill to ban TikTok in the country. The bill gives two options to ByteDance: see the app getting banned or sell the company to an approved buyer in the US.

Additionally, TikTok owner ByteDance was appointed as a “gatekeeper” by the European Commission under the Digital Markets Act (DMA) introduced in 2023. This would impose tougher rules on the company in the EU market along with other tech giants such as Google parent Alphabet, Amazon, Apple, Meta, and Microsoft.

While TikTok appealed to an EU court to escape the new digital rules, the appeal was rejected. As such, TikTok faces the challenge of complying with the strict rules laid out by the DMA on gatekeepers. Any violation could result in fines of up to 10% of the company’s total global turnover. Repeat offenses could increase the fines up to 20%.

There’s no denying the fact that TikTok is highly popular among the younger population—particularly teens. Additionally, while the app requires users to be at least 13 years of age to create an account, there are ways for younger kids to use it. Some sources even suggest that almost 50% of the app’s users are between the ages of 3 and 17.

Naturally, there’s a growing concern among parents who want to make sure that their kids aren’t exposed to inappropriate content. Not to mention the risk of exposure to cyberbullying, addiction, dangerous trends, and other privacy concerns. While TikTok has several restrictions in place to limit this type of content and behavior, things can easily slip through the cracks.

The good news for parents in the U.S. is that there’s a version for younger kids with limited app experience. TikTok for Younger Kids comes with additional safety and privacy protections to create an age-appropriate environment for kids below the age of 13. So parents can maintain their kids’ safety if they have a way to ensure that they’re only accessing this version.

However, things get a little trickier for kids aged 13 and above. While the app ensures that certain features are only accessible to users aged 16 or older, kids can always enter bypass the settings by entering an incorrect birth year. As such, they could end up being exposed to content that’s not appropriate for their age. It’s important for parents to check their kids’ accounts to make sure that they’re set up using the correct birth year.

Besides this, TikTok has several other user safety tools and features in place to help parents and guardians ensure a greater level of safety for their kids. For instance, turning on Restricted Mode will help limit exposure to content that’s not suitable for everyone such as those that contain mature themes. Comment Care mode applies additional filters to the comments on your kids’ posts. This helps you filter out comments that are considered inappropriate or offensive from your kids’ posts.

Family Pairing is another useful feature that allows parents or guardians to take additional safety measures. You can link your TikTok account to your teen's account and customize the controls to set limitations on daily screen time, searches, and direct messages. This feature also lets you filter video keywords, control who can comment on their videos, and many more.

In addition to these platform-specific precautions, parents can rest easy knowing that there are new advertising laws limiting the kind of ads that get shown to their kids on TikTok. For instance, TikTok now restricts advertisers from using interest-based targeting to reach teenagers. In compliance with the US DSA, advertisers can no longer specifically target users between the ages of 13 and 17 with ads based on their interests and activities.

Note that these precautions aren’t fool-proof, with kids finding other ways to access the type of content and behavior that’s inappropriate for their age. It’s important for parents and guardians to bear the responsibility of educating kids on safe online behavior while actively reporting harmful content and accounts. 

So, what's the secret behind the platform's massive success? Why is it catching on so fast and reaching billions of users worldwide? 

According to The New York Times, TikTok’s algorithm is one of the most advanced among social media platforms. It does not only look at user actions like clicks or follows. It also monitors user behavior. 

Similarly, The Wall Street Journal also noted that the platform understands its user's emotions and preferences. The platform then uses these insights to show similar content that keeps users hooked for hours.  

Let's explore some of the key reasons why TikTok is so popular.

One of TikTok's unique selling points is that its content is short and snappy, usually limited to 15 or 60 seconds. 

In a world where people have short attention spans and are constantly bombarded with information, TikTok's content is perfect for quick consumption.

For example, this 15-second video that started the #GirlDinner trend has 3.6 million likes and many more views. 

Even the most watched video on TikTok (2.3 billion views) is just a few seconds long. It's a Zach King video, with him down an illusion of riding a broomstick, Harry Potter style. 

TikTok is used and loved by many celebrities, from singers to actors to sports stars. Their presence on the platform helps attract more users and gives a sense of credibility and popularity to the app. 

For example, Lizzo has a TikTok account with nearly 26 million followers. Her videos get hundreds of thousands of views and bring her closer to her fans. 

Also, stars like Jason Derulo and Sabrina Carpenter have used TikTok to promote their music and collaborate with others.

One of the main things that makes TikTok so relatable and creates a sense of community on the platform is its viral trends and challenges. 

For example, the "Act like you're in a Wes Anderson film" challenge was inspired by the director's signature style and attracted thousands of users to participate and put their own spin on it. 

Similarly, when Spiderman: Far From Home came out, its mention of a canon event, which is a life-changing event that alters the course of a character's life, sparked the "Canon Event" trend on TikTok. 

Users created videos showing their own canon events, from receiving a college acceptance letter to adopting a pet. 

These challenges not only provide entertainment for users but also make them feel like they are part of a larger community. 

A lot of users feel that the content on most platforms has to follow a convention. On LinkedIn, it has to be professional and career-oriented, on Instagram it has to be aesthetically pleasing, and on YouTube, it has to be well-edited and informative. 

However, on TikTok, the barrier to entry for content creation is low. 

A simple 12-second video of a kitten can get over 300 million views. 

TikTok is all about creativity and authenticity, so users don't have to worry about fitting into a specific mold or following certain guidelines. Such flexibility makes it easy for anyone to create content and express themselves creatively without feeling pressured to conform. 

Now, another pressing question you may have is–what can you do with TikTok? 

What features does the platform boast that makes it such a popular choice among social media users? Let's take a look at some of the key features and capabilities of TikTok.

The most basic and obvious feature is the ability to record videos right on the app. 

You can also upload existing videos from your camera roll. Having the flexibility to either record or upload your video gives users more creative freedom.

TikTok comes with robust editing tools that allow users to get as creative as they want with their videos. 

This includes the basics such as cropping and flipping videos as well as rotating the videos or changing their playback speed.

You can even make use of video templates to easily put together clips using a pre-determined format and create high-quality videos without the need for advanced editing skills.

One of the best parts about the platform is the abundance of TikTok filters and effects that you can play with. Beyond beauty filters that allow for airbrushed perfection, it also offers fun stickers and animations that can make your video pop. 

TikTok filters

This includes AR filters that let you change your facial features or add different elements to your video. You can even find a green screen effect that lets you add any background you want to your videos.

Can’t find the effect that matches your vision? TikTok even lets you create your own custom effect with the new mobile effect creator.

Another popular aspect of the app is the vast collection of sounds. It offers plenty of popular and classic songs that you can add as background music to your videos. 

Source: ads.tiktok.com

You can also add sound effects that give more substance to your content.

One cool feature about TikTok is that it lets you record voiceovers for your videos. That way, you can add narration to your pre-recorded video and get your message across more effectively.

TikTok also allows users to stream live videos where creators and their followers can interact in real-time. Users can even send Gifts to creators while they stream live videos. 

Creators can also go live with other creators on the platform.

Source: tiktok.comDuet

This feature lets users create a Duet video with another user's content. The two videos will play at the same time, which means users can actually sing together or perform dances and other stunts together.

TikTok Shop is a new feature that allows users to shop directly from the app. Users can discover and buy products directly from videos and LIVE broadcasts. They can also access the TikTok Shop through a dedicated Shop tab where they can browse products across various categories. However, this feature isn’t yet available globally.

The Family Safety Mode was introduced in 2020, facilitating parents in controlling their children's time on TikTok. Parents can manage their kids' screen time, set a restricted mode, and even put a limit on the number of direct messages. 

Later, the app also introduced "Family Pairing," a feature that provides educational resources to parents to help them understand what their children are being exposed to on the platform. 

With this feature, users can Stitch their video with another user's video. Unlike with Duet, a Stitched video will play after the original video that they Stitched it with. 

For example, if someone posts a cooking tutorial, you can Stitch your own video creating the same recipe or adding your own twist to it. 

Another useful feature is the ability to create a video responding to a specific comment. With this feature, the comment will be highlighted as an overlay in your video. 

Source: minter.io

TikTokers use this feature to answer questions or address feedback from their followers. 

TikTok launched a feature called Tips that allowed users to tip creators directly. The amount for tips starts at $1. 

To receive tips, the creator must have a personal account, adhere to Community Guidelines, be 18 years of age or above, have at least 100,000 followers, and be a part of the Creator Next. 

The creator should have a Stripe account, too, since the tips are transferable directly to their bank. 

Creator Fund is a feature launched by TikTok to

"show our appreciation to our brilliant creator community by rewarding them for their incredible TikTok videos and creativity." 

Creators who are a part of the Creator Fund receive a monthly payout for their content. 

Source: tiktok.com

The Creator Academy is an educational resource for creators to improve their content and learn about the latest trends on TikTok. It includes tutorials, tips, and best practices from the platform.

TikTok introduced Avatars, allowing users to create virtual characters that resemble themselves. They can use these avatars in videos. 

Source: newsroom.tiktok.com

The platform has introduced an AI virtual assistant that helps creators in making videos. You can use it to brainstorm ideas and get inspiration.

Source: tiktok.com

Plus, the assistant also lets you uncover new trends and create content with best practices in mind. 

One of the latest TikTok features is the Creator Studio, which provides creators with a comprehensive set of tools to aid their content creation. It comes with additional tools and analytics features to help creators seamlessly create high-quality content and manage their account.

The best times to post on TikTok vary by day, with several studies providing insights into optimal posting times for maximum engagement.

Here’s an article that summarizes the recommended posting times based on various analyses.

From B2B companies to small businesses–many brands are already making use of TikTok to stand out. It offers a new and creative way to engage your audience on a platform that they love to use. 

Some of the best ways for brands to use TikTok are as follows. 

Entertainment and information are at the heart of TikTok. So it’s no surprise that entertainment content generates the most views on the app. From comedy skits to creative challenges—the most popular videos on TikTok have some form of entertainment value that the platform’s audience finds engaging.

Brands can leverage TikTok to create highly engaging content that offers some form of entertainment or valuable information that will appeal to your target audience. Participate in the latest TikTok trends and challenges, offer informative tips and instructions, and throw in a dash of pop culture references and humor to engage your audience. Ultimately, the goal is to offer something valuable that your audience will want to engage with.

Duolingo has a strong TikTok game with highly entertaining (and slightly unhinged) content that gets their audience hooked. You can find the account jumping in on the latest pop culture conversations and social media trends with creative and hilarious twists. No wonder they’ve amassed 12.5 million followers.

Branded hashtags can do wonders for brands on TikTok. They allow you to track the performance of your campaign, make your content more discoverable, and connect with your audience. 

So, brands don't necessarily have to tap into existing challenges and trends. They can make their own, too. 

For example, Vogue started the #MakeItVogue challenge, in which the company collaborated with TikTok to create a campaign around Met's About Time exhibit. 

The company encouraged people to post videos of 19th-century-inspired fashion with everyday objects. Vogue's campaign was extremely successful, bringing in over 3 billion views. 

TikTok Ads can help brands reach their target audiences and achieve their marketing goals. The platform offers various ad formats, including in-feed ads, branded hashtags, branded effects, and top-view ads. 

Brands can also use TikTok's targeting options to reach specific demographics and interests. 

Influencer marketing has emerged as one of the most effective ways to reach and engage with younger audiences on TikTok. Brands can collaborate with relevant influencers to promote their products or services through sponsored videos and fun challenges. 

For example, Glossier works with beauty influencers to create makeup tutorials and reviews on TikTok, gaining millions of views and engagement. 

GymShark also works with influencers in the fitness industry. Their videos show their products in action, which serves as a powerful tool for promoting their brand and also provides social proof for their audience. 

People love it when brands are responsive to their customers. They expect brands to promptly answer their questions and acknowledge their concerns. A Sprout Social survey found that liking or responding to a consumer is the number one social media behavior that helps brands connect with consumers. 

And what better way to use a social media platform than to "talk" to your audience? You can make use of TikTok comments and video responses to directly engage with your audience. Answer their questions, incorporate their feedback, make use of their suggestions, and acknowledge their appreciation to build a connection with them.

For example, Fenty Beauty responds to comments to show appreciation and further promote their brand.

For now, TikTok seems to be doing everything right. The platform is giving its competitors a run for their money, and it continues to expand its user base. 

But what can we expect in the future for TikTok? Here are some possibilities:

However, US users don't have to worry about the app going away anytime soon since the bill can take years to take effect. 

Other than that, TikTok is all set to keep entertaining more and more followers.

The main purpose of TikTok is to create, share, and discover short-form video content.

TikTok is a video sharing app that works like a social media platform, which allows users to create and share content as well as discover content from other users.

TikTok is free to download and use.

Creators on TikTok can make money by signing up for the TikTok Creator Fund, earning Gifts from followers and exchanging them for cash, collecting donations from fans, and partnering with brands.

TikTok mainly consists of short-form video content with a focus on entertainment, dance challenges, pranks, and informational content.