Chart: US TikTok Users - 2018-2024

TikTok’s American subscriber base has grown from 18.8 million active monthly users in 2018, to 45.5 million users this year, and is expected to grow to 60.3 million demographically appealing US users by 2024, according to eMarketer projections.

Not bad for a Chinese state surveillance app.

While that is some impressive growth, the app still lags well behind Snapchat and Instagram among its primary audience, teens. And there is some evidence it’s fairly popular among Millennials.

It is the least favorite channel to use for marketing purposes, regardless of whether a consumer of business audience is being targeted. Only five percent of digital marketers targeting a consumer audience chose TikTok as a communications channel, while only four percent of B2B marketers did so.

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Debra Aho Williamson discuss whether TikTok has a future and what that might look like.

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