It’s no secret that consumers in Latin America are notoriously heavy social network users; 87.1% of the region’s internet users will use a social network at least once a month in 2020, more than those in any other world region. Now, TikTok is benefiting from that love of online socializing where its blend of music, dancing, and video is attracting a fast-growing audience.

Social media usage gains from 2020 have largely ended. Facebook will have its lowest growth rate ever, Instagram’s user base is getting older, and Twitter is coming down with a case of post-election malaise. However, TikTok and Reddit are still attracting users at an accelerated pace.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

In 2023, TikTok will surpass Snapchat in total US users

TikTok’s user base will increase substantially in 2020. Despite a ban on the app in India and efforts to restrict it in the US, TikTok will continue to expand in many countries in 2021.

Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution.

We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.