2020 has been a stressful year for most, with much upheaval and bereavement caused by the global coronavirus pandemic, but TiktTok was one social media giant who had more of its fair share of ups and downs. Whilst the US spent much of the beginning of the year threatening to eliminate the video sharing website from the 80 million plus fans using the platform there, federal judges in Washington have since – thankfully for many – put the ban on hold. With a global audience of over 800 million users joining the site since its launch in 2016, it doesn’t seem like TikTok is going anywhere and it might even be fair to call 2020, The Year of TikTok.

Elsewhere, the coronavirus pandemic has seen millions of people around the world confined to their homes in various stages of lockdown. Without their usual entertainment and in-real-life socialising to keep occupied, demand for the site increased an estimated 67% in 2020 in the UK alone. The social media platform is now seeing roughly 26% of its users aged between 20-29 years old – a key demographic for the majority of brands – and a move from the app being traditionally associated with younger audiences. 

Meanwhile, the popularity of the platform has seen the rise of the ‘super-influencer’, with teenage stars such as Charli D’Amelio and Loren Gray leading the way for the next generation of celebrities. D’Amelio made headlines around the world back in April 2020 when she became the first person to reach 50 million followers on the platform. Fast Forward to November 2020 and that number has doubled to over 100 million followers in just six months! With that amount of online attention and people at home and online shopping now more than ever, it’s no wonder international brands such as Hollister and eos have been keen to sign the influencer up.