Digital marketing is unlikely to be what you associate with the social media platform. More, improvised dance and some variety of strange trend that seems uniquely alien to the senses.
For those unfamiliar with the frankly bizarre culture that churns out of the viral shortform video platform, it’s hard to visualise anything as corporate focussed as marketing.
However, the truth is that TikTok is a social media marketing phenomenon. With entire businesses reliant on the platform for their success.
Wait, what is TikTok?
Before we get into the current web of modern TikTok and its utility for digital marketing, let’s walk it back a moment.
TikTok, like so many online platforms, found its life began as something else. In between the noise of online business selling products, providing website design and pushing social media marketing there was ByteDance.
ByteDance is a Chinese born internet technology company based in Beijing. Born from Zhang Yiming and Liang Rubo, who originally made the news app Toutiao, the pair founded ByteDance in 2012.
ByteDance would go on to make several apps, one being Neihan Duanzi which leaned towards an online entertainment platform. Where users could share jokes and other content.
Naturally, the leadership of the company wanted to expand their market to an English speaking audience. Thus they looked to develop new platforms specifically catering to this group.
Which would lead to the acquisition of musical.ly, later to be merged with their new app, TikTok. Which is when TikTok was able to spread globally.
How Did TikTok Become a Digital Marketing Giant?
There are a number of factors to TikTok’s rise. It would be inaccurate to point to any single one as the de facto reason for its success.
Or its leap into being one of the biggest platforms for social media marketing.
The shortform viral video content and focused user targeted algorithm drove engagement through the roof. With dozens of users achieving virality, with legitimate ease.
So successful was TikTok and its short form video content that other platforms such as YouTube and Facebook, through Instagram, integrated their own versions of the format to grasp at that same success.
And TikTok’s regular virality, not to mention its user engagement, is in large part what makes it so successful for digital marketing. As any business with the time to create short video content can find thousands of viewers to promote their product or service too.
Integrate and Conquer
As mentioned, the success and popularity of the platform was so great that other media sites attempted to replicate. With many altering their website design to accommodate new sections solely for shortform content.
YouTube for instance significantly altered its website design to fit this new trend. Not only carving out a new section but altering the platform’s algorithm to push this shortform content to users.
Beyond this, even unengaged businesses have incorporated links to TikTok in their website design. Sometimes being the only social link listed.
Trouble in Paradise
You would imagine being one of the biggest social media platforms and promotors of social media marketing would bring only joy.
Unfortunately for ByteDance, there was a brewing discontent in the leadership of the United States government. With the then President Donald Trump looking to ban access to the app in the US.
Something both political parties were interested in. The reasoning for the ban was down to questionable user data practices and suspicions of interference from the Chinese government.
Though of course, there were alternative reasons floated. Pertaining to a lack of direct control over the platform by the US government and its success over US born social media platforms.
Whatever the case, the social media and social media marketing giant was under threat. Much to the displeasure of its users, especially those who relied on it to support their business.
The ultimatum came when TikTok face a full US ban unless ByteDance sold the US side of the business to a US based company.
TikTok is Dead, Long Live TikTok
Nearly two full US presidents down the line and at the turn of 2025, TikTok was banned in the US. At the very tail end of Joe Biden’s term.
What happened next was an interesting turn of events. As many TikTok users lamented the loss of their platform and the source of their digital marketing, the incoming administration pulled a 180 on the decision.
With the now freshly minted Donald Trump giving an executive order to suspend the ban for 75 days. His support for the platform having grown since his own success on the social media app manifested.
Leading to where we are now.
A New Turn in Digital Marketing, As Microsoft Comes into Frame
Just recently, we heard that the tech giant Microsoft has been in talks to purchase TikTok. At least its US side of the company.
Being one of the most prominent tech companies within the US, it’s a reasonable choice for the US government to look to for new leadership over the app.
Though this of course means changes to come. As Microsoft undoubtedly have their own interests in the future of the app. As well as their own designs for the viral platform.
Businesses are likely to see changes too, given the tech giant’s penchant for developing business to business solutions.
It is possible that Microsoft may even use its ownership of the app to build their own digital marketing branch further. You might even see a change in Microsoft’s website design, with a brand new section just for the app appearing.
It remains to be seen how exactly it will be handled under such leadership. All that is sure is that digital marketing on the platform will continue, changed yet still strong.
Need Help with Your Own Digital Marketing?
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And of course, we can happily integrate your social media efforts into your website design when you work with us!
Get in contact today and we can help you on your way to digital marketing success and a renewed, bespoke website design.