TikTok started to blow up in the pandemic when we were all stuck in our homes looking for something to do. The platform went from around 54.8 million active users in 2018 to over 1 billion active users in 2022, and TikTok was downloaded a staggering 3 billion times in 2021. We started sharing our lives with our friends and partaking in trends to cure our boredom.

If you are wondering what TikTok is (first of all, how did you get through the pandemic without it?), then we’re here to help you decide if you finally need to download the app and join the 3 billion other people.


What is TikTok?

So, what is TikTok? The platform is a short-form video-sharing app that allows users to be a creator or a viewer. As a creator, you can create videos in lengths of 15 seconds up to 10 minutes. The platform uses different filters and effects that are constantly updated, along with trending sounds and music.

If you want to use the app as just a viewer, you can enjoy seeing people living their daily lives via vlogs or participating in challenges such as dance or lip-synching videos. You can share any videos you’re enjoying in just two clicks, keeping views high for content creators on the platform.


Who is using TikTok in 2022?

You may be thinking that TikTok is an app that only children are using. Well, this used to be the case. But, during lockdown, the app was downloaded by many adults and is now most popular amongst Gen-Z (those within the age range of 16-24). With a staggering 41.5% of all users falling in this age bracket.

Although this app is famous for its dance challenges, the platform is now used for a vast array of videos. It is home to a new world of influencers, celebrities, music artists, brands and everyday people showing their daily interests. A TikToker that blew up this year is Frances Bourgeois, who uses his TikTok videos to show his interest in trains. He’s created videos with celebrities such as Joe Jonas and works alongside brands such as Gucci and North Face, showing how powerful this platform can be. The audience fell in love with his enthusiasm, and he now has over 2.4 million followers.


Why has TikTok grown so quickly?

There are many reasons why we think TikTok has grown so quickly, but here is our list of the top three reasons why we think the platform is one of the best.


1 – Offers variety and lots of possibilities

The range of videos that Tiktok now offers is more than any other platform. It allows users to watch vlogs, brands, celebrities, business coaches, podcast snippets, and many more forms of content.

As a platform user, you can save your favourite videos into your chosen folders, making them easy to find and watch again. All ages can use the app, and the content is tailored to what you have been watching and liking. The more you watch, the more relatable the videos are for you due to how the algorithm works.


2 – Easy video editing

Using the app to upload videos couldn’t be any easier. Unlike Youtube, where you need thumbnails, a complete edit of the video clips done yourself, long descriptions, and the worry of copywritten music, TikTok does all that for you. Whilst watching videos, you can favourite the sounds you want to use and add them to your video in one click without the worry of Copywrite. If you place your clips on the platform, you can ask TikTok to make the video for you and fit it to the sound. Video editing has become simple for everyday people.


3 – Relatable content

We’re in a world where we want to see body positivity and people’s flaws not being hidden, and this is showcased on TikTok more than any other app. Content creators on the app are more likely to be everyday people than celebrities, making the content much more relatable. Take Mikayla Nogeuira, for example. She has grown her fame by showing how to wear makeup with acne. As consumers, we want to see content we can relate to, so she now has 11.5 followers and is working with brands such as Glamlite and releasing her collection of makeup products.

The duet feature of the app allows you to comment on a video by clicking a button. Celebrities use this feature to engage with their fans, having a more personable experience.


The big question is, how is TikTok changing social media?

TikTok has shown that we, the audience, want relatable, everyday content. We’re over the photoshop and fakeness of other platforms, and we want to see the variety that people are offering on TikTok. If you’re going to become a creator, TikTok lets you create your content and keep control of it, and you can choose exactly how you want to market yourself and upload a short video when an idea comes to your mind.

It is now easier than ever to go viral, making new influencers who don’t need the professional equipment, just their phone for the video taking, editing, and uploading the content.

Brands take the app as an opportunity not to take themselves seriously. They show another side and engage with the audience more casually. Take Duolingo, their TikTok videos have stacked up 70 million likes, and they have become a well-known language app from the exposure of the videos they have posted.

TikTok is the most accessible platform to navigate as you can stay on the for you page and scroll for hours. They have made their platform scrollable and flickable for the younger generation target market, who like dynamic, easily seen posts.


TikTok has shown that we like to see localised, relatable content, something other social media platforms should note. As users, we want to see videos that are easy to follow, light-hearted and fun. The platform doesn’t show any signs of slowing down and is now a career for some of the creators on the app with the introduction of the creator fund and paid partnerships.


If you’d like to discuss how to leverage your business on TikTok, reach out to the 10x marketing team.