TikTok has evolved from a primarily lip-syncing and dancing platform aimed at a young audience to a versatile global marketing and commerce platform. Inigo Rivero's leadership has contributed significantly to this transformation, focusing on attracting a wider demographic and promoting diverse content. The platform now features various content types, including education and wellness, and has shifted towards social commerce, with TikTok Shops generating $33 billion in sales in 2024. This evolution allows users to consume content, discover, and purchase products seamlessly within the app.
"At the time, the platform was mostly lip-syncing and dancing, and the user base was very young. But we had a vision to make it something much more dynamic."
"It's changed the entire buyer journey and flattened the distance between content and commerce."
Collection
[
|
...
]