TikTok has come into its own during the pandemic. The social platform has 100 million monthly active users across Europe, according to latest Kantar figures, and was the most downloaded app of 2020. That’s perhaps unsurprising given what we’ve all been living through – our need for light relief has never been greater, and no social channel does light relief better than TikTok. But how can it be used as a marketing tool, and what do retailers need to know about it?
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