The explosion of TikTok's popularity has pushed it into big tech's focus and companies including Apple, Microsoft and Google can't ignore the platform.
. It estimates that TikTok will have 755 million monthly users globally in 2022, and its market share will top 20%.
Users on products like Google's search engine are decreasing. In 2021, TikTok.com was the most popular domain on the internet, outranking Google.com, Facebook.com, Microsoft.com and Apple.com,While big tech competes for audiences on TikTok similar to other brands, it's actually easier for these large companies to rise above the noise.
Kahlert said TikTok's algorithm is also demanding and requires frequent posting to be prominent on its feed. The algorithm requires brands to post at least one TikTok per day, which can lead to smaller creators actually spending more time marketing themselves than making their products. Kahlert said our digital society is past the point of a single platform completely upending the social media market. Facebook was the first social platform to shake up the game, then Instagram and Snapchat. She said each platform adds a new aspect or feature, but TikTok might just be another in the mix.
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