TikTok has taken the world by storm, transforming from a niche platform for lip-syncing videos to a global social media powerhouse. With over 1.5 billion active users, it’s no wonder businesses are flocking to TikTok to capture the attention of its highly engaged audience. But what makes TikTok so appealing for advertisers, and how can your business leverage this platform effectively?While creating organic content is a great way to start building a presence and an audience on TikTok, advertising on TikTok is a sure-fire way to truly boost your brand’s impact. But it’s important to know that running ads on TikTok is not like running ads on Instagram or Facebook - it’s a whole new ball game.Let’s take a look at what TikTok is, how it works and how B2B and B2C businesses can incorporate it into their marketing mix.What is TikTok?TikTok is a social media platform where users create, share, and discover short-form videos. Launched in 2016 by the Chinese company ByteDance, TikTok has quickly grown to become one of the most popular apps globally, with over 1.5 billion active users. The app's unique algorithm curates a personalised feed called the "For You Page" (FYP), which showcases content based on user preferences and interactions.The latest statistics show that TikTok is one of the most popular social media platforms to date:- TikTok has been downloaded over 2.7 billion times and was the most downloaded app in 2021 - beating competitor platforms like Instagram and Facebook- Roughly half of the American population uses TikTok - A user opens the app up to 8 times each day- Nearly half of Gen Z use TikTok and Instagram for search purposes, instead of traditional search enginesKey Demographics and User BaseTikTok's user base is predominantly young, with a significant portion of its audience being Gen Z and Millennials. According to recent statistics, approximately 60% of TikTok users are under the age of 30. This demographic is highly engaged and spends an averag...