Have you seen a hilarious video lately? Was it a TikTok? It probably was. In January, TikTok was named the world’s fastest growing brand by consultancy Brand Finance, tripling in value over the past year.

The entertainment app’s brand value grew by an amazing 215%, increasing from $18.7 billion in 2021 to $59 billion this year. TikTok is No. 18 among the world’s top 500 most valuable brands, which is the highest new entrant to Brand Finance’s Global 500 2022 ranking.

Promo professionals are increasingly flocking to TikTok as well, previewing and reviewing products, showing off campaigns and factory floor walk-throughs.

Taylor Borst, marketing director at Minnesota-based distributor American Solutions for Business, is one pro who has tapped into the growing power of TikTok. She says, “After spending countless hours watching videos, I eventually just got curious. It seemed fun and playful which is so often what the promo industry is all about. It’s fun to experiment with the way in which we tell stories through products.”

Younger consumers, naturally, were early adopted. But TikTok is gaining ground with older audiences too, and giving the stiffest competition to YouTube. In September, the company announced that the app had reached 1 billion active global users.

A Brand Finance report says, “With COVID-19 restrictions still in effect across the globe throughout 2021, digital entertainment, social media and streaming services saw continued growth, and TikTok’s rise is testament to how media consumption is changing.

With its offering of easily digestible and entertaining content, the app’s popularity spread across the globe, however, it also acted as a creative outlet and provided a way for people to connect during lockdown.”

According to a survey of 8,000 users by Nielsen, there are many reasons why TikTok is so popular. Users say they can be their true selves on TikTok (64%) and they feel a sense of community (59%). TikTok users also find the content unique or different (79%) and uplifting or joy bringing (31%).

If you want to become a TikToker, Borst says done is better than perfect. “Just start making content and let yourself grow and develop as you go. If you want to incorporate lip-syncing sounds, be sure to practice and if you want to incorporate transitions, watch simple tutorials first,” Borst says.

“Also, when you’re watching other TikTok videos and find a sound you like, be sure to “Add to Favorites” so that you can go back later an apply your own idea when you’re ready to record. Most importantly, don’t get discouraged if you don’t get high engagement right away. It’s about building an audience, improving your content and finding what you enjoy!”