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There is still ambiguity around its active users as the company has not revealed its numbers.

This article cites a report from SensorTower stating that TikTok was the most downloaded app on iOS and Android in September with 60 million installs. Most of TikTok’s growth came from India and the US, which contributed 44% and 8% respectively.

While SensorTower’s data is “based on estimates” and is not definitive, the piece expresses apprehension that the impressive download numbers may not translate into active users. Reports further suggest that the app’s “advertising assault” has spiked its downloads, but people are not coming back to the app.

The article also mentions TikTok’s potential state-backed censorship and US-China tensions as a probable threat to its long-term viability. Marketers should tread lightly while considering TikTok as a medium to reach out to younger audiences.

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[3 minute read]

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