TikTok Will Gain An Even Bigger Share Of The Pie

TikTok is contagious and addicting. It drives some of the strongest engagement numbers across the board and has inspired large-scale shifts and imitation from other platforms such as Instagram (i.e., its Reels feature).

TikTok’s explosive initial growth was fueled by young adults. Now, the short-form video content platform is gaining cross-generational appeal. This consumer shift will likely drive a shift in brand spending, and sponsored content partnerships will become more common on the platform.