Data journalist and trend spotter Elizabeth Timmis recently posted some interesting observations on the Stella Rising blog about the surge in users of TikTok. Timmis notes that TikTok in many ways when it comes to advertising and brands, TikTok is still “the Wild West.” Yet she points out that the short-form video app has been a quarantine star, surpassing two billion downloads and captivating Gen Z and Millennial generations. “While all of us will be forever affected by COVID-19, younger Americans—who we are calling Gen-C—will be truly formed by this experience.”

Stella Rising polled its community of everyday influencers, which it refers to as Glimmer, and found that their feelings about TikTok are mixed. TikTok use was already rising before the pandemic, largely because it offers what Stella Rising describes as “an addictive, playful experience where users can abandon perfection and be highly creative.

“It is no wonder that, once lockdowns hit, Gen Zers and Millennials dedicated extra time to TikTok, and downloads of the app soared. As graduations, sports, and trips were cancelled, younger Americans sought distraction—and social connections—via the entertaining app. Making the most of the momentum, TikTok recently began testing “shop now” functionality that directly links to advertiser e-commerce sites,” Stella Rising said.

The accompany infographic from Stella Rising details TikTok’s growing popularity.