TikTok

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Both in the run up to, and during the pandemic, TikTok has experienced massive growth in the UK, with reach among adults more than doubling, from 5.4 million in January to 12.9 million in April. It is also now courting brands more emphatically, launching its TikTok for Business platform, while it has recently called for a social media coalition to address the spread of harmful content and in October launched a campaign supporting Black History Month, celebrating cultural roots and black artists in a content and outdoor campaign.