So, what do we do about TikTok?

It was a social video darling of the younger generation prior to the pandemic, but then if became a force. Even substantial global political manuevering couldn’t thwart its growth and it now sits at at least 1.1 billion users with at least 100 million of those in the US.

More than 60 percent of the TikTok audience is under 30, which is a ding against them for some B2B executions but the 52 minutes of time spent per day average is mind-blowing when compared to other media, not just digital.

What Do We Do About TikTok?