Document Type




Submission Date

December 2023


In 2021, the average TikTok user spent 19.6 hours a month on the platform, equivalent to the time spent by users on the leader of Social Media, Facebook (Sweeney, 2022). This year, TikTok is projected to triple its global advertisement revenues to 11.6 billion dollars, surpassing the 10.44 billion dollars global advertisement take of Snapchat and Twitter combined (Sweeney, 2022). TikTok is one of the most recent and successful social media platforms. It has gained worldwide renown for its unique, rapid presentation of content and addictive structure that has engaged a large audience in a short time. With attention increasing on the platform, many business analysts and social media managers have been debating the potential role of TikTok in the realm of social media marketing in the near future. As the discussion continues, the questions arise: “Is TikTok the next big social media marketing platform? How will TikTok’s development affect how other social media platforms interact with their consumers in the future?” In a short period of time, TikTok has demonstrated large-scale influencer-consumer relationships, lucrative marketing methods and strategies, and is affecting the way other social media platforms address their consumers and each other. The success of TikTok indicates that it will be a major platform for social media marketing and the unorthodox setup of the app will inspire other social media platforms to adopt similar structures of advertising. This will in turn cause TikTok and other social media platforms to place a heavier focus on brand advertisement and less emphasis on content creation causing social media influencers to tailor their interactions with their audience to aid in brand advertising. This may lead to an overall less pleasurable experience for users.


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