TikTok Is Growing Up, and So Are Its Users

More millennials are finding their way to the Gen Z-dominated app

TikTok has seen explosive growth during quarantine as people have the time to explore it. Photo Illustration: Dianna McDougall; Sources: Instagram, TikTok, Getty Images

Musical.ly first made a splash in The New York Times in August 2016, months before Donald Trump’s presidency began and years before the Covid-19 pandemic was even a glimmer on the horizon.

@ScottNover scott.nover@adweek.com Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.