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Are TikTok and Other Emerging Channels Too Ephemeral to Track?

June 13, 2022

With over 1 billion users — and 105 million in North America alone — TikTok is a centerpiece of cross-generational conversations, pop culture references, and daily use.

From a top-level view, it’s no wonder our dopamine-driven brains have registered accounts in droves. But if our primal drivers were the only explanation, TikTok wouldn’t have risen to the ranks. From 2018 to 2020, TikTok’s user base has grown by 800%. Its “it factor” shown in a 2021 Nielson study – a unique ability to inspire belonging, community, and authenticity – is surpassing existing tech conglomerates who frankly are looking to replicate its design.

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