You've probably all heard of TikTok, an app with a customized video editor. It can easily be called the Discovery of the Year. Moreover, the app itself has become more than just a social network where you share your videos with cool masks and effects.

What is the peculiarity of the platform and what role does digital marketing play?

Overload: TikTok has surpassed popular Instagram and WhatsApp in terms of downloads. This figure has reached more than 600 million and continues to grow!

Youth as the vanguard: What was the original idea behind TikTok? A user would shoot a video to famous music tracks, like amateur videos. But now TikTok is more than just funny videos. It's a big platform that already has its own stars with a multi-million audience who have started recording their own hits.

Frequency.According to statistics, the average user of the app turns it on about 9 times a day.

Children are in chargeAccording to the latest figures, 40% of TikTok users are children under the age of 18.

Young people should be emphasized when talking about marketing. Why?

1. There are many businesses where teenagers are the primary profile. This applies to education, clothing brands, or events.
2. Young people are underestimated, even though they are now in their prime: people in the 14-24 age group already have their own money: pocket money from their parents or from small earnings. Also, being proactive, they offer their parents a lot of ideas: where to go on vacation, what to buy for their birthday, where to order food, etc.
3. Let's recall the history of Instagram or Facebook. They also initially focused on students. And now almost everyone uses them. TikTok may have a similar situation: at first, schoolchildren record videos, but why won't older people start doing it tomorrow?