eMarketer today released the forecast for TikTok’s growth in the UK. eMarketer estimates that TikTok will grow its UK user base by 75.2% this year, reaching 8.5 million users, after the triple-digit growth last year.
According to eMarketer, TikTok’s share of social network users in the UK will jump this year to 21.1%, up from 12.4% in 2019.
“Due to the pandemic, kids and teens are spending more time at home and are eager to connect with friends, which has further propelled TikTok’s popularity,” said Rini Mukhopadhyay, eMarketer forecasting analyst at Insider Intelligence. “Users are flocking to the platform because it’s easy to use, and its short-video format effectively captures and retains the interest of the audience—particularly those in the 18-to-24 cohort. Many social media influencers have leveraged this popularity to build larger audiences, further attracting users to the app.”
This month, TikTok certified 19 companies to help advertisers on campaign management, creative development, branded effects, and measurement.
The Chinese-owned video platform is banned in India, where YouTube yesterday launched a competitor called YouTube Shorts. In the US, TikTok’s competitors are capturing 44% share of the US video-sharing app installs, a country where TikTok faces the possibility of a similar ban.