TikTok

TikTok is the largest short-video platform outside mainland China, operated by ByteDance. Its defining feature is algorithmic distribution: reach depends mainly on completion and engagement rates rather than existing follower count.

That mechanism gives new accounts a real chance at large exposure, which is why it has become a primary cold-start channel for brands expanding abroad and for individual creators. TikTok Shop adds commerce on top, with a complete content-to-purchase path already established in Southeast Asia and the UK.

If you advertise, note that rules differ sharply by country: available features, permitted product categories and settlement methods are all region-specific, and where an account is registered directly limits what it can do.