• by Todd Wasserman , Staff Writer, November 14, 2022

With Meta/Facebook in seeming disarray, marketers may want to take a second look at TikTok.

The Chinese social media entity got a new CMO last week, Kate Jhaveri, the former top marketer of the NBA. That job had been vacant since Nick Tran left in April 2020.

Here are a few facts about TikTok for marketers in 2022:

TikTok skews young. TikTok is the most-popular app for those under 35, according to Omdia. Among those over 35, TikTok is the sixth most-popular service. YouTube is the most-popular service for that demographic.

TikTok will likely overtake Facebook for video viewing. Although TikTok’s average viewing time trailed Facebook’s 2021 average, 18.7-minutes, experts predict that it will overtake Facebook for video viewing this year. TikTok’s rise comes as Facebook and Instagram have lost some favor, according to researcher Brand Keys.

Marketers advocate studying TikTok to find success.  “It is about listening,” Abercrombie & Fitch’s vice president of marketing and brand strategy, Megan Brophy, told Insider. “Brands used to be the ones to tell consumers how to live, how to dress, what they needed, and that's not the way of marketing and branding anymore. The social space has evolved. TikTok has taken that to a whole other level where brands need to listen, as TikTok is like a billion-person focus group.”