The Rise of TikTok — And The Marketing Strategies Behind It

As the app that joins the collection with a billion monthly users, and as a relatively new app, where did the explosion of TikTok usage come from?

In this article, I’ll explain and give my opinions on the marketing strategies which TikTok implemented to become the popular app that it is today:

What is TikTok?

For the 6 people who haven’t seen the growth and phenomenon which has grown into the TikTok platform, it is a video sharing application based around shorter pieces of content. Although the length of content creators can release has now increased to three minutes.

Being popularised by Generation Z (10–25 years old), the app has been noticed by a range of ages and has creators of all ages becoming popular on the app for quick, snappy content sharing.

A gap in the market

With the announcement of the shutting down of Vine in 2016, TikTok started in September that very year. With the new gap in the market, TikTok aimed to gain that market attention from the app of which just lots its userbase.

With the gap in the market from Vine, TikTok used this opportunity for the now billion people every month to use its algorithms to feed content in shorter clips to the people continuously scrolling through the feed.

And, with that point, although not a direct gap in the market, the new technologies which TikTok use to…