The news: TikTok is expected to reach 1.5 billion monthly active users (MAUs) in the next 12 months, per App Annie.
Why such a rapid ascent? TikTok has benefited from platforms like Facebook, Twitter, and Instagram training consumers to spend a portion of their day perusing social media.
No India, no problem: Despite being banned in one of its top markets, India, in June 2020, the app has grown at a significant clip in 2021.
What this means: Marketers need to consider several factors when planning their ad spend.