Over the last four years, TikTok has skyrocketed in popularity among the Gen Z demographic, who use the social media platform to record videos dancing to today’s most popular music or participate in different TikTok challenges.
As the coronavirus pandemic has drastically increased social media usage across the board, TikTok has also seen a jump in its user base. According to Sensor Tower, a mobile app data provider, TikTok saw 315 million downloads during the first quarter of 2020, the biggest download count in the app’s history. This brings TikTok’s total download count to two billion.
TikTok doesn’t plan to slow down its growth. The social media platform last month revealed the creation of its $5 million Creative Learning Fund, which WWD is participating in, that is growing the app’s original content.
Despite this recent surge in users, many fashion and beauty brands were early adopters of the app. Take Ralph Lauren, which launched its TikTok account last August in conjunction with its campaign for the U.S. Open Tennis Tournament. Other brands are creating dedicated initiatives solely for the app, such as Rihanna’s Fenty Beauty, which launched a TikTok House where a rotating roster of influencers create content for the brand.
Here, WWD looks