As the first quarter of 2023 winds to a close, no one can deny that a Chinese ByteDance-owned video sharing app has become an integral digital and popular platform for brands, in particular those seeking audiences between 12 and 34 years of age.
“TikTok plays a growing role in culture around the globe,” says WARC Media Head of Content Alex Brownsell, who has released a report that takes a deeper look at the app to provide an overview of the key data points that advertisers need to know about, spanning investment, consumption and performance insights.
The report’s release couldn’t be more timely, as TikTok CEO and Harvard Business School 2010 MBA holder Shou Chew will appear before the House Energy and Committee on March 23 to testify on the app’s consumer privacy and data security practices, the platforms’ impact on kids, and its relationship with the Chinese Communist Party.
Then, there’s President Biden’s call for ByteDance to divest TikTok or face a U.S. ban.
