September 2021: TikTok passes one billion monthly users
Covers September 2021. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: TikTok revealed in September 2021 that more than a billion people worldwide were using it every month. That figure showed TikTok was a mainstream channel rather than a niche app, and in the years since it has also turned into somewhere people search for products, places and advice.
Trades have done surprisingly well on TikTok. Time-lapse videos of a bathroom refit, a plasterer skimming a wall or a driveway being jet-washed are oddly satisfying to watch, and they show off real skill to people who live nearby.
What changed in September 2021?
TikTok revealed the one billion figure in a company announcement, a sign of how fast it had grown during the pandemic. Brands, creators and advertisers increasingly saw it as a core platform.
Why did it matter for UK businesses?
UK businesses that had written TikTok off as an app for teenagers started testing it properly. The platform rewarded genuine, entertaining video and helped smaller businesses reach big audiences without big budgets.
What to do about it now
- Before planning videos, look at the searches your customers make on TikTok.
- Say your main topic out loud near the start of each video and put it in on-screen text and captions too.
- Team up with local creators whose followers match your customers.
Frequently asked questions
Is TikTok worth it for a business that mainly works for other businesses?
It can be. TikTok suits businesses that can teach something, explain a job or give a peek behind the scenes. For B2B, YouTube and LinkedIn frequently do a better job.
How does search work on TikTok?
TikTok works out what a video is about from what is said aloud, the caption, any text on screen and the hashtags, then uses that to match it to what people search for.
Sources and further reading
Want help with this? Our social media service helps local businesses plan TikTok and Instagram content. Get in touch.
More articles
October 2021: Facebook’s parent company renames itself Meta
Facebook’s company became Meta in October 2021. What the new name meant for local firms advertising on Facebook and Instagram.
July 2022: Instagram’s move towards video and the user backlash
Instagram’s July 2022 push into full screen video and suggested posts upset users. What the backlash taught local firms about relying on social reach.
October 2022: Google’s spam update and upheaval at Twitter
Google’s October 2022 spam update and Twitter’s change of owner carried the same lesson for local firms: follow the rules and spread your risk.