TikTok has 700 million users globally, out of which nearly 200 million are in India. The app has been nothing less than controversial recently. Even though the number of users is increasing globally each day, the short video app has been criticized by many.

Indian lawmakers said TikTok was encouraging the spread of explicit content and “cultural degradation” among youth. They then successfully banned the short video app but only for a week or so. According to reports from Reuters, TechCrunch, CNN Business, and others, The TikTok ban has now been lifted.

The ban was only limited to new users who were unable to download the app from Apple’s App Store and the Google Play Store. The existing active users stayed unaffected which honestly defeated the purpose of the ban.

TikTok’s Growth In India.

The growth of this China-based app has only increased ever since the ban-lift.

“In India, younger consumers living in the metro and small cities use TikTok, which gives marketers a platform to reach users who are not easy to tap otherwise. SBI Life, an insurance company in India, did a campaign for its app ‘YONO’ to woo youngsters in small towns and garnered more than seven million views in a week,” Meenakshi Tiwari, Forecast Analyst at Forrester, told IANS.

It can be said that TikTok is the newfound marketing tool for the brands as it provides better access to reach the masses. Not to forget that the app has proven to be more cost-efficient for these brands than any other mode of marketing.

TikTok may have divided the nation about their opinion on the app, but you cannot ignore its growing craze and popularity.

How long will TikTok survive in the market is an entire topic of discussion altogether.