Brands hit up TikTok as Instagram, Facebook lose their lustre

The number of businesses on TikTok has jumped, with smaller firms joining corporates such as Telstra, Coles and Woolworths at the same time as the Victorian Chamber of Commerce strikes a deal to train owners on how best to use the social media platform.

The chamber will on Monday announce a new partnership with TikTok to help business owners set up and understand the tips and tricks, amid warnings the platform can backfire for businesses that get it wrong and spark a cringe factor by trying to seem cool.