5 of the best TikTok brand activations in 2024

From the multiple brands that declared themselves “very demure” and “very mindful” to dozens of brand parodies of the viral “man in finance” earworm, TikTok shaped the marketing strategies of more brands than ever this year. And with 170 million Americans, more than a half of the U.S. population, now logging into TikTok each month, it’s no surprise that marketers are prioritizing the platform—despite the looming U.S. TikTok ban that is set to take effect in January if parent company ByteDance does not sell the app.