This briefing will take a deep dive into the phenomenon that is TikTok, examining its history and context both in China and overseas, and looking in particular at how its acquisition of another Chinese-owned video app,, aided its adoption outside of China. It will also analyse TikTok’s monetisation prospects, including its potential for advertising and influencer marketing, and its challenges – such as controversies around inappropriate content and privacy.

Not yet an Econsultancy subscriber?

Subscribe today to access briefings, as well as all our reports, tools and templates.

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: