TikTok: The social media platform that grows amid the pandemic

3 min readDec 18, 2020

COVID-19 pandemic has become a major obstacle for many brands and companies. However, for others, it has represented an opportunity to emerge. An example of this is TikTok, a social media platform that opens the way to new talents, allowing brands and companies to obtain effective results through content creators.

The pandemic for reference.

No one can look back at 2020 without mentioning the coronavirus pandemic. This event has completely transformed our lifestyle and led us to change our customs, including socializing, working, and even shopping.

Consequently, social media has taken the leading role. Although we already used to spend some hours of the day using its platforms, the lockdown considerably increased the time we spend browsing the Internet and using our smartphones looking for some way to get fun or connect with other people. This also left us with an unprecedented number of content creators.

All social media platforms experienced changes and a wave of users with more time available to take advantage of them. However, there is always a protagonist, and this time it is TikTok.

Impressive numbers.

According to Sensor Tower data, TikTok was downloaded more than two billion times worldwide during the first quarter of 2020 on both Android and IOS. Besides, its study pointed out that this increase is intrinsically related to the pandemic. Shortly after it was enacted, TikTok rebounded in popularity, garnering more downloads than any other app.

New talents.

With the popularity of TikTok, “TikTokers” also emerged, and this also revolutionized social media, not only in the way people use it but also in how brands and companies do digital marketing.

There are users who have gained so much fame within the platform that they now have millionaire contracts with brands worldwide. Additionally, many marketing companies have included the “TikTokers” category in their specialist lists to help companies boost their products or services through content on TikTok.


China, the United States, and India are the countries where more users are using TikTok, reaching almost 10% of the total downloads. This social media platform’s popularity in its main cities has been so big that almost all local and international businesses and brands (with operations there) are implementing advertising strategies based on their particular video content.

Relevant information about the pandemic.

Various organizations and even presidents have joined TikTok in the midst of their efforts to help the population stay informed about the coronavirus situation. In August, a study showed that a group of 117 videos, many of which were created by the World Health Organization, were viewed 1 billion times.

Most of them focused on issues such as anxiety and emotional challenges that people can experience during the quarantine.

The reason behind its popularity.

TikTok is a cool and jovial app that users can have fun with. However, what has allowed it to gain popularity is its content approach. Contrary to other social networks, TikTok promotes the content instead of the authors, so more and more people feel motivated and confident to use it.