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In Poland, TikTok was most popular among survey participants between 18 and 24 years of age, who made up ** percent of the app’s users in the first quarter of 2021. It was much less popular among 35-year-old and older respondents, who represented only *** percent of users.

The teenage TikTok user

Launched in 2017, TikTok is an app for creating and sharing short-form mobile videos. Its main users are teenagers who create TikToks after school and usually spend their money on clothes, snacks, and makeup. They are surrounded by school friends with similar interests – most TikTok users learn about the app from friends and follow each other’s content. Aside from the content of friends, users like to watch popular TikTok creators showing off their talents and doing various challenges. They are also likely to browse their recommendations for new content. TikTok is extraordinarily engaging – most users check the app more than *** times a day.

TikTok’s potential in the social media landscape

The number of social media users in Poland continues to increase, nearing ** million by 2022. Social media are most popular with Generation Z, meaning that a younger platform like TikTok could be a competitor for the current leader, Facebook. There is a great potential for companies to get involved with TikTok, as its audience is open to new content and willing to spend money on fashionable products. The short-video format works well for product placement or short, catchy ads.