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Short-form video app TikTok experienced US monthly user growth of 30 million in the three months after it merged with in August, along with a 25% rise in US downloads and a 20% surge in global downloads, per Apptopia. The social app has benefited from exposure on "The Tonight Show Starring Jimmy Fallon," and although it doesn't have paid advertising yet, marketers are already creating their own content and collaborating with influencers, write Debra Williamson and Man-Chung Cheung.

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