In case you have lived under a rock, allow us to introduce TikTok, a social media platform used for creating, sharing, and discovering short videos. TikTok has grown immensely in popularity across the world, especially in recent years, now boasting over 1 billion users ¹. TikTok in many ways creates a digital window into all corners of the globe and is particularly popular amongst Millennials and Generation Z audiences.

The platform began its life under a different name. Created in 2014 as and later shut down and merged into TikTok in 2018 by ByteDance.’s main selling point was that it allowed users to lip sync along to their favourite songs partnered with their own visual content. The introduction of TikTok brought improved functionalities and offerings, users can now discover a wide range of content from lifestyle and entertainment to culinary content and business tips. The app runs based on algorithms ensuring that users come across favourable content.

TikTok features

TikTok Functionality

On TikTok, users can choose from a variety of video lengths from 15 seconds to 3-minute and can select the level of privacy to apply to their content. The platform offers the option to set videos to ‘private’ allowing only the user to view, ‘friends only’ allowing mutual followers to view, or ‘public’ meaning any user across the globe could be amongst your potential viewers. TikTok also maintains a separate app for the Chinese market, known as Duyin, which has over 300 million active monthly users².

Furthermore, TikTok offers users a multitude of filter and editing features, allowing users to apply lenses, change colours, and add transition moves to content. As of course what would a social media app be, in today’s world, without the filter options? Another remarkable feature to check out is ‘Stitch and Duet’, providing users with alternative modes of interaction in the platform, enabling them to add reviews and provide feedback to viewed content.

Popularity Boom

Since its launch, TikTok’s popularity has achieved tremendous growth. In October 2018, it was the most-downloaded photo and video app in the Apple store on a global scale. And this didn’t stop there, TikTok’s popularity is increasing year over year, with downloads climbing from 693 million in 2019 to 850 million in 2020³. It is fair to say that TikTok’s esteem is spreading rapidly, recent data shows that eight new users register on the app every second, with an average of 650,000 new users joining daily⁴.

Game Changer for Small Business

The emergence of TikTok as a mainstream social media platform has presented a new opportunity for early adopter brands, with those already utilising the platform achieving surprising results. These results can likely be attributed to the increasingly video hungry world that the digital industry is witnessing, as TikTok is considered the leading destination for short form mobile videos.

The 2020 Wyzowl’s State of Video Marketing Report demonstrates this growth, with an increase in the number of businesses using video marketing tools, from 61% in 2016 to 85% in 2020. Move over, consumers reportedly watch 16 hours of online videos per week, which has increased from 52% since 2018, and doesn’t look like it is slowing down any time soon.

TikTok increase in number of business

For businesses looking to harness the growing power of video marketing TikTok is definitely the place to start. Whether you are a big or small company, advertising products and services, TikTok offers the opportunity to see immediate results from simply posting a video between 15-60 seconds, the trick is to find the sweet spot between entertaining and informative content, and watch the views roll in. Producing the videos costs almost nothing, just a smartphone, and some innovative ideas can get the ball rolling. Furthermore, those companies that are willing to use humour within their marketing have the highest traction potential on the platform. Utilising platforms such as TikTok, over traditional forms of advertising, is also considered more environmentally friendly, thus allowing creators to reinvent themselves without harming the planet.

TikTok is not only at the forefront of the growing video trend witnessed throughout the digital ecosystem, but it has also proven hugely impactful for initiating and highlighting new social media fads and movements. It takes a matter of hour for videos to become viral on TikTok, take trends such ‘have you seen that garlic’ or ‘bounce with it’, started as mere video clips posted by a user, but once the public began interacting with these videos and reposting their own, the trend train was in full motion. Moreover, TikTok has also created positive cross platform results. Spotify for example benefitted from the TikTok trend train, with the release of Olivia Rodrigo her first song, ‘Driver’s License’ in January 2020, the song was featured on a TikTok trend upon its release, and within only three days it had broken Spotify’s record for most streams in a single day (15.17m). Following this in 2021, Olivia released her first album ‘Sour’, which again due to the traction of the TikTok trend, is now Spotify’s Most-Streamed Album of 2021.

In addition to the simple functionality of TikTok, it is one of the few platforms that can generate money for its users. TikTok’ partnership program ‘TikTok Creator Fund’ provides an incentive for users to create a full time job through the platform. In order to apply for the Fund, the user must be over 18 years old, meet a baseline of 10,000 followers and have accumulated at least 100,000 video views within 30 days. Imagine the amount of time these users are then spending on the platform, hoping to make it a source of full time employment, seems like a huge untapped audience pool to me.

Advertiser Benefits

TikTok advertising is actually the most efficient way to ensure product advertisements reach the intended audience, as the platform itself functions on the basis of recommendations. Whether you are targeting the travel bugs, skin care enthusiasts, or baking guru’s, TikTok will help you get there, as the platform encourages interactions between like minded users, encouraging likes, comments, and shares, thus leading to increased exposure. For example, take brands such as Estee Lauder and Clinique, when posting their content TikTok will automatically direct to the ‘for you page’ for users that have shown interest in skincare and beauty products. Additionally, the ‘for you page’ is not limited to age, interests, or geographic location, and therefore is the perfect platform for companies and services wanting to carve out a name for themselves on a global scale.

TikTok global scale

There are a multitude of ways to advertise on TikTok, as the types of content vary across the globe, Shuttlerock provides five top examples to get those creative juices flowing. One thing is clear, the benefits of using TikTok advertising appear to be growing year over year, and we believe it is time for you to find out how to tap into this opportunity. Join the future of video advertising with TikTok today.




Httpool is TikTok’s main partner in Romania and is the first to be certified by the platform for the successful management of marketing campaigns. This year Httpool announced that TikTok achieved 1st place in the download charts for the entertainment sector across Romania, further attaining higher registrations month after month, and demonstrating the accelerated popularity amongst customers.

According to Bianca Vlaston, Country Manager for Httpool Romania, TikTok has become “the platform that constantly compliments most of the media plans developed by advertisers in Romania”. As we know Tik Tok’s reaching is growing exponentially, Bianca comments “the platform is used by over one third of internet users aged between 16 and 64 across Romania and offers advertisers a solid reach for commercial audiences’ ‘.

How to benefit from the TikTok phenomenon

Given the specifics of TikTok and how it addresses the requirements of its users, whether individual user or advertisers, it is easy to understand why it was adopted so quickly and with so much enthusiasm in Romania:

• Firstly, TikTok means video. Watching video content is, in Romania, the main online activity for over 98% of internet users ².

• Second, TikTok’s mission to inspire and bring joy to users is fully reflected in the platform-specific tools. These are used to encourage the creation and consumption of authentic video content, barrier-free, natural, and engaging for users. The proof is in the pudding for levels of success, the average time spent on the platform by users in Romania is over 60 minutes per day.

According to Httpool experts, 40% of internet users in Romania aged between 16 and 64 use social media as their main information source regarding brands ², with half of the time spent on these social networks being allocated to the TikTok platform. Therefore, any brand looking to increase their brand awareness should consider including TikTok in its promotion plans.

Andrei Bijutescu, Httpool Regional Client Partner for Tiktok comments that “TikTok is an application used almost as intensely as YouTube, with a significant number of accesses in a given period and a large allotment of time for each access point”.

Furthermore, Andrei also remarks on TikTok’s advantage as a platform, “the application opens directly into video, and as the user slides the image up it is exposed to further new material, unique to the screen. Thus, any advertisement included between these videos benefits from the exclusive attention of the viewer. Moreover, the consumed content is personalized for each user, with the help of platform-specific algorithms, so that the viewer is fully captivated, ensuring they are much more receptive to the messages delivered”.

Depending on the objectives pursued, the Httpool team can recommend to brands or advertisers the communication strategy and the mix of TikTok ad formats, which will ensure the desired campaign impact and business results. “From the point of view of the awareness objective, the ad formats owned by TikTok are among the few on the digital advertising market that can deliver a massive reach to the targeted audience in just 24 hours. Combined with the creativity of the brands and the expertise of my colleagues in planning and implementing campaigns on this platform, success is practically guaranteed ” states Andrei Bijutescu.

Beyond the technical aspects and the results, TikTok retains a special advantage, in that it actively involves users in promoting brands. By the nature of the content promoted, consumers connect authentically with brands and become, essentially ambassadors. Thus, from user to user, from video to video, brands gain popularity and awareness through user-generated content, regardless of the brand size. Using a strong communication strategy and the right mix of ads, this platform helps increase visibility, even for small brands, at the beginning of the road.

What do studies say about the TikTok audience?

• 6 out of 10 urban internet users have recently seen campaigns run by influencers for brands on TikTok, mostly related to beauty and fashion (59%), music (56%), education (53%) or gastronomy (50%) ³.
• The platform remains popular among groups aged between 18 and 24 (47%), as well as 25 and 34 (37%).

In Romania, TikTok is constantly growing and has the ideal partner in Httpool, to help customers achieve optimal campaign results. Httpool, an Aleph Holding company, is the largest global growth partner to the major digital platforms across Europe and Asia. Since 2020 the TikTok platform is part of the solid portfolio within Httpool partners across Romania. Thus, through the vast experience in advertising campaigns on TikTok, Httpool is the most reliable partner, for Romanian brands and advertisers, wanting to operate on this platform, and maximize their results.

1 Source: Annie App, January – June 2021
2 Source:, reference period: year 2020
3 Study conducted by the media agency Spark Foundry, through online interviews, on a sample of 802 people, female, and male, over 18 years old, internet users, from urban areas, between April 12-19, 2021.

Small Business Best Practices by Httpool Cambodia

There’s a world full of people waiting to discover your brand on TikTok, and it’s never been easier to connect with our global community. TikTok’s playful, the casual vibe feels exciting and spontaneous. Any post can go viral, and every moment is a new chance to spark joy.

Creativity is key—and brands that join the fun will discover new opportunities to make an impact with their audience. It all starts with TikTok Ads Manager, which we’ve designed to be straightforward, easy to use, and most of all: effective. We want to make the process as simple as possible so that brands can become part of the TikTok community and start seeing results.


Why advertise with TikTok Ads Manager?

🌎  Worldwide reach

TikTok has been one of the world’s most downloaded apps in recent years, and you’ll find TikTok users in more than 150 countries.

💬 Effective engagement

TikTok’s fun, imaginative format inspires widespread participation and generates high levels of engagement.

🎨 Creative ad formats & tools

We make it easy to unleash your creative side with a variety of ad formats and templates. You’ll also find user-friendly tools for easily transforming your images and videos into engaging ads. No need to be a pro editor!

📌  Precise targeting

You can connect with potential customers by targeting your audience by gender, location, age, interests, and other unique variables.

🔍  Transparent tracking

Monitoring your ad’s performance is a breeze with detailed data and customized reports. We’ve partnered with trustworthy, third-party tracking companies to help track your ad conversions, users’ in-app actions, impressions, and click attribution data. You’ll be able to see exactly where your marketing budget is going.


Step-by-step guide to creating a TikTok Ads Manager account

To get started on TikTok Ads Manager you’ll need to create an account, complete your account setup, and pass an account review. If you don’t already have a personal account on TikTok, we suggest starting there first. This allows you to familiarize yourself with the platform and get a feel for our unique video landscape and our community’s approach to content.


Step #1: Create your login

Go to TikTok Ads Manager’s signup page and fill in the boxes with your email address (or phone number) and a password. Click “Send Code” to receive your verification code, and don’t forget to agree to the terms and conditions. Click “Sign Up” to create your login.


Step #2: Open your account

Fill in the boxes with some basic information about your business, including the country/region where you’re located, your time zone, and your preferred currency for billing. You’ll also need to enter the name of your business, which must be the same as (or closely related to) your company’s legal name.

Double-check that your information is correct, especially the time zone, because you will not be able to change it later. Click “Register” to open your account.


Step #3: Enter your business information

The first time you log in, you’ll see a pop-up form where you can enter your business and billing information. Fill in the boxes with information about your company, including the street address, state/province, and postal code where your business is registered.

Pay special attention to the company website box. You’ll need to enter the URL of your company’s website in the following format: To pass the account review, your website must function properly, contain all the required contact information, clearly promote a product or service, and be relevant to the product or service you want to promote.

 If you want to access these settings later, the profile icon in the upper-right-hand corner will give you access to “Account Settings.” Click “Account Info” under this menu to return here.


Step #4: Select your payment method

You can choose between manual or automatic payments (if available in your market). After you set up your payment type, you will not be able to change it.


Step #5: Submit your account information

After you’ve filled in all your information and double-checked it for accuracy, click “Submit” at the bottom of the page. We’ll review your information and let you know within 24 hours whether your account has been approved.


You’re in: Welcome to TikTok!

Once your TikTok Ads Manager account has been approved, you’re ready to start creating customized campaigns and connecting with a world of new customers. We want your first campaign on TikTok to be a resounding success, and we’re here to show you the ropes.

Insights & news
Insights & news


TikTok is the leading destination for short-form mobile video. TikTok’s mission is to inspire creativity and bring joy.