TikTok has become a major player in a brand's social media success. We saw a large sway of brands jumping on the TikTok hype in 2019, but with the updated sophistication of their ads platform, we have now seen a larger flock navigate to the app during the lockdown period in 2020.  With people all over the world forced to stay indoors and find ways to entertain themselves, TikTok was positioned as a means for young people to escape from the seriousness of their everyday realities by doing dance challenges, creating funny memes and jumping on TikTok marketing trends. This