41% of the 500 million users of the social networking platform are between 16 to 24 years old.
This piece states that TikTok’s reluctance to share user data and bad press has made brands apprehensive about marketing on the social platform. This, combined with a lack of shopping options, has stopped the platform from monetising its reach.
TikTok needs to concentrate on informing people about how the platform works as most people seem to learn about the network only through bad press. Turning around the bad publicity can help it establish itself as a destination for brands.
The short-video platform needs to focus on innovation that sets it apart from its competitors instead of reworking innovations from other platforms. The author contends that the platform needs to make changes if it wants to open the door for brands to reach its broad young audience.
[4 minute read]