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It can also be beneficial for marketers looking to pursue users in other regions.

TikTok, a video publishing platform, topped 100 million users in the US early this year. Users are spending an average of 52 minutes each time they launch the app. The article reports an estimate that two-third of the app’s users are under 30 years of age.  

TikTok can be used to target users aged 13-30 with video content or to pursue users in other regions such as Japan, Indonesia, South Korea and China. The author notes that marketers don’t do well on new platforms, with consumers blaming brands for bringing in “annoying” ads and self-promotion.

But, the app could lend itself well to influencer marketing. The advertisers that have had successful campaigns on TikTok generally did so by creating on-brand videos that were based on a subset of popular content on the platform.

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[6 minute read]

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