Product details

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Abstract

TikTok had grown exponentially since its global launch in September 2017. TikTok app further saw rapid growth during the COVID-19 pandemic. In the first quarter of 2020, the platform had registered a huge 315 million downloads. TikTok was ranked ninth among the most the most popular social media apps, ahead of Twitter, Linkedln, Snapchat and Pinterest. To tap the growing potential of TikTok, several brands around the world had embraced the platform and had earmarked a huge digital advertising budget. Popular brands such as e.l.f. Cosmetics, Kit-Kat, Coca-Cola Japan, Hyundai, Chipotle, Red Bull had achieved immense success marketing on TikTok. In 2020, TikTok had launched its new division 'TikTok for Business' which was its platform for marketers. However, In July 2020, Mike Pompeo, US Secretary of State and President Trump had announced the government's plans to ban TikTok over alleged data and privacy issues. Government of India had also banned TikTok in the country in June 2020. This move had left marketers to ponder whether TikTok's ban would impact creators, brands and the marketing plans of businesses around the world.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020-21.

Geographical setting

Region:
World/global

About

Abstract

TikTok had grown exponentially since its global launch in September 2017. TikTok app further saw rapid growth during the COVID-19 pandemic. In the first quarter of 2020, the platform had registered a huge 315 million downloads. TikTok was ranked ninth among the most the most popular social media apps, ahead of Twitter, Linkedln, Snapchat and Pinterest. To tap the growing potential of TikTok, several brands around the world had embraced the platform and had earmarked a huge digital advertising budget. Popular brands such as e.l.f. Cosmetics, Kit-Kat, Coca-Cola Japan, Hyundai, Chipotle, Red Bull had achieved immense success marketing on TikTok. In 2020, TikTok had launched its new division 'TikTok for Business' which was its platform for marketers. However, In July 2020, Mike Pompeo, US Secretary of State and President Trump had announced the government's plans to ban TikTok over alleged data and privacy issues. Government of India had also banned TikTok in the country in June 2020. This move had left marketers to ponder whether TikTok's ban would impact creators, brands and the marketing plans of businesses around the world.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020-21.

Geographical setting

Region:
World/global

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