This rose to 29% of all children in the five- to seven-year-old age group. Despite the platform supposedly being restricted to those aged 13 and over, about 16% of three- and four-year-olds view TikTok content, according to research commissioned by media regulator Ofcom. TikTok is also becoming increasingly addictive. The company is winning the battle for the “sweet spot” of social media users, those in the 18- to 25-year-old demographic where Facebook is seeing its biggest declines, with parent company Meta trying to stem the exodus by attracting them to stablemate Instagram. Earlier this week, analysts at data.ai revised a prediction that TikTok would hit 1.5 billion monthly active users this year, after its analysis revealed it had surpassed that milestone by 100 million users within the first three months. TikTok landed its billionth user in 2021, four years after global launch, half the time it took Facebook, YouTube or Instagram, and three years faster than WhatsApp. It creates trends and fosters deep connections with creators that keep users engaged, video after video.” “It has moved well beyond its roots as a lip-syncing and dancing app.

“TikTok’s user base has exploded in the past couple of years, and the amount of time users spend on the app is extraordinary,” says Debra Aho Williamson, principal analyst at Insider Intelligence, which compiled the ad spend forecast. This year it is predicted to triple worldwide ad revenues, to $11.6bn, more than the $10.44bn for Snapchat and Twitter combined. Last year, it overtook the global ad take of Snapchat, previously the digital hangout of choice for teens and twentysomethings, and by the end of this year it will have surpassed that of Twitter. Helped by unparalleled moments of cool at the height of the pandemic – Idaho labourer Nathan Apodaca skateboarding along to Dreams put Fleetwood Mac’s album Rumours back in the top 10 more than four decades after its release – TikTok’s surging growth belies the metronomic pace of its name.

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