As China continues to lead the way with WeChat, Weibo and others we're beginning to see innovations for 'social commerce' at a dynamic pace unheard of before.

Where once we took the lead from the western hemisphere like the US it's time to look beyond those territories if we're to keep pace with what's relevant to the consumer, better understand where, how, and why we should choose to engage our company/brand in these emerging social trends.

TikTok The short-form video app has become a fertile birthing ground for memes, many of them music-related. Even though TikTok is thriving, there are still some brands questioning whether or not it’s worth it to make the platform part of their overall video marketing strategy - the question I often ask many legacy retailers is 'just what is your social strategy'?

According to Statista, females are the majority of users on TikTok in 2022. They account for 57% of the platform’s active users, while males make up just 43%.

When factoring in the number of active users each social media platform has, TikTok ranks as the sixth most popular platform. It falls behind the following: Facebook, YouTube, WhatsApp, Instagram, Facebook Messenger, and WeChat.

TikTok statistics show the app’s popularity is projected to steadily increase in the UK over the next few years. Statista predicted there will be 15 million UK TikTok users in 2025.

The iOS version of TikTok reigns supreme, as data shows it has 30.8 million daily active users as of December 2021. The Android version still performs well, but it only has 14.43 million daily active users. source The Social Shepherd

The reality is that social platforms like this will continue to come and go extremely quickly, but for brands looking to cultivate the next generation of consumer ensuring they understand the digital playground for Gen Z and Millenials is not a nice to have, it's now a business imperative.