Nov. 19, 2019

A Different Beast: How TikTok’s Changing Social Media

A Different Beast: How TikTok’s Changing Social Media

It’s been a big week for TikTok. The social video app reportedly passed 1.5 billion downloads worldwide, putting it ahead of both Facebook and Instagram. It started testing online shopping in the U.S. It’s under the microscope in D.C. as a Chinese-owned entity.

It’s been a big week for TikTok. The social video app reportedly passed 1.5 billion downloads worldwide, putting it ahead of both Facebook and Instagram. It started testing online shopping in the U.S. It’s under the microscope in D.C. as a Chinese-owned entity.


And now, it’s getting the Business Casual treatment. This week on Morning Brew’s weekly podcast, we attempt to understand TikTok—what makes it work, why it blew up, and how companies are making money off of it.


Because TikTok isn’t like Facebook or Google, the de facto demigods of social media advertising. According to viral TikTok superstar Spencer X (follower count: 9.8 million), TikTok’s got a few competitive advantages that have Zuck shaking.


Spencer X tells us...a) how TikTok has made live streaming work in both theory and practice b) what brands are best suited to monetize TikTok and c) why influencer marketing is a force to be reckoned with.