Digital Media

Introduction TikTok, a short-form video platform, has rapidly ascended to prominence within the digital landscape since its launch in 2016. With its unique algorithm and user engagement strategies, TikTok has redefined the ways in which brands connect with consumers. This paper examines the impact of TikTok on digital marketing by exploring its unique features, user demographics, engagement metrics, and advertising opportunities. Furthermore, it analyzes the implications for brands and marketers aiming to leverage TikTok within their broader marketing strategies. The advent of social media has transformed traditional marketing strategies, giving rise to platforms that emphasize user-generated content, engagement, and authenticity....