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TikTok is the most downloaded app in the world right now. Hosting over 1.2 billion users who spend an average of 52 minutes per day scrolling, it makes sense that you consider whether it’s suitable for your business. According to the Social Media Examiner, only 5% of marketers are currently using the platform so it’s the perfect time to beat the crowd and board the TikTok train.

So, What’s TikTok?

TikTok is a video-sharing focused social networking service owned by Chinese company ByteDance. Originally known as, the platform revolves around a variety of short-form videos ranging from 15 seconds to three minutes including genres like dance, comedy and education.

Videos can be grouped by hashtags, often corresponding to challenges, memes or current events. The accounts with the biggest following currently are @charlidamelio with 121 million followers, closely followed by @khady.lame and @addisomre.

Who Uses The App?

Available in 155 countries, it’s wrongly assumed to be exclusive for teens. It may surprise you that users in their 40s make up 17% of the database while 16-26 years old’s make up 41%. The gender split is relatively even with 53% of males and 47% females.

What Makes It Tick? TikTok is powered by a unique algorithm, using AI and machine learning to create a “For You Page” (#FYP or content discovery feed.) While social media giants Facebook and Instagram build on connections between people you know in real life, it’s easy to scroll through TikTok for hours and not see anyone you know or follow.

TikTok determines your interests by meticulously tracking the type of videos you interact with whether it’s a like, comment or share. For example, the more videos of cats you engage with, the more videos of cats will appear in your FYP. Much like Amazon’s “frequently brought together”

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