Revealed: TikTok lessons from the world’s most viral beauty brands

TikTok has burst onto the social media marketing scene over the past year, with more brands competing for the attention of Gen Z consumers on the fast-growing short-form video platform. It’s no surprise that TikTok has generated so much hype: the platform boasts a massive, young community of users (77 per cent of its 560 million global monthly users are under 34), many of whom are not active on other social media platforms (43 per cent of TikTok users do not use Instagram, and 45 per cent do n