"What brand owners need to know about game-changing platform TikTok
Apps provide brand owners with a new way to connect with and market to consumers, but how do you make the most of the opportunities and manage the risk? In this guide, we set out marketing and IP considerations for brand owners taking a first step into TikTok.
If you hadn’t already heard about or used it, TikTok became practically inescapable during the COVID-19 lockdown as friends, family, colleagues and celebrities began to spend all their free time making dance and other videos for the mobile phone app. The video-sharing sensation has racked up 800 million active users worldwide with more than a million videos viewed daily.
During the pandemic TikTok also became known for more direct political commentary, as posts around the Black Lives Matter movement, as well as LGBTQ+ and feminist issues have gone viral."