With TikTok at an all-time high and brands continuing to jump on board—where does it go from here? During COVID, the app has become a breakout star, surpassing 2 billion downloads thanks to hashtag challenges and viral dances. While Chipotle and e.l.f Cosmetics took a chance on the app during its “puberty” phase, now brands like Procter & Gamble, Kellogg’s, Converse, and Crocs have been “intrigued” by how the app has created “relief during lockdown.” Because of the current boom, TikTok will likely see a wave of fresh content and new creators once the pandemic starts to ease. (Mobile Marketer, Digiday)
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