Tracing the growth of TikTok in Bangladesh

In 2024, TikTok solidified its place as a key player in Bangladesh's digital ecosystem, evolving beyond an entertainment platform to become a hub for education, business growth, and cultural storytelling. The platform witnessed a surge in diverse content creation, empowering users to learn, connect, and engage with local and global trends.

Over the past year, TikTok has played a pivotal role in celebrating Bangladesh's culture, supporting small and medium-sized businesses (SMBs), and providing a platform for meaningful discussions on social issues. As its influence grew, so did the opportunities for users—whether through educational initiatives, community-driven campaigns, or business marketing solutions.

2024 marked a shift in how people in Bangladesh use the platform. While entertainment remains a core element, TikTok has expanded into a space for discovery and learning, helping users explore everything from new destinations and local cuisines to career tips and educational content.

A platform for learning and exploration

One of TikTok's most notable transformations in Bangladesh this year was the growth of educational and informative content. With campaigns like #LearnOnTikTok and #EduTok, the platform saw a significant rise in creators sharing knowledge on subjects like science, language, history, and finance. These initiatives have made learning more accessible to a younger audience, who consume content in a fast, engaging, and visual format.

Pooja Dutta, Head of Content Operations for South Asia at TikTok.

Beyond education, TikTok also became a go-to platform for discovery. Trending hashtags such as #TravelTok and #WhereToEat helps users find local and global travel destinations, while #WhatToWatch provided a curated space for movie and series recommendations. These trends positioned TikTok as a digital guidebook, making it more than just an entertainment app.

"TikTok has evolved into a space that offers something for everyone—whether you're looking for inspiration, information, or simply a fun way to explore new ideas," says Pooja Dutta, Head of Content Operations for South Asia at TikTok..

Supporting small businesses through digital storytelling

TikTok's influence was particularly transformative for small and medium-sized businesses (SMBs) in Bangladesh. Recognizing the potential for organic marketing, the platform held its first-ever SMB workshop in Dhaka, aimed at helping entrepreneurs understand how to create impactful digital content.

The event provided hands-on training on leveraging TikTok's features for brand visibility, audience engagement, and storytelling—all without the need for large marketing budgets. The response from local businesses was overwhelmingly positive, with many brands using creative, relatable videos to build an audience and expand their reach.

According to Dutta, the rise of SMBs on TikTok is a testament to how digital platforms can empower local businesses. Entrepreneurs across various sectors, from fashion and food to technology and services, have found new ways to connect with customers, bypassing traditional advertising models.

The introduction of TikTok for Business further enhanced these opportunities, providing data-driven insights and tools for campaign management. With accessible marketing solutions, businesses in Bangladesh are now able to grow their customer base and drive engagement more effectively.

"What makes TikTok unique for businesses is the ability to connect with audiences authentically, without needing huge resources," Dutta explains. "The power of digital storytelling is transforming how brands interact with consumers."

Strengthening community connections and cultural celebrations

TikTok's role in celebrating Bangladesh's cultural identity also stood out in 2024. The platform launched #AmarBangladesh, a campaign designed to showcase the country's rich heritage, local traditions, and personal stories. The initiative encouraged users to share their cultural pride, from traditional crafts to festive celebrations.

Additionally, TikTok hosted TikTok Connect and the TikTok Creator Awards 2024, bringing together content creators, influencers, businesses, and publishers. These events celebrated creativity, collaboration, and community building, reinforcing TikTok's role as a platform for both artistic expression and digital entrepreneurship.

Beyond these initiatives, TikTok also became a space for discussions on social issues, with users engaging in conversations about mental health, climate change, and digital literacy. This shift reflects a broader trend of social awareness and responsibility within the platform's Bangladeshi community.

"Through campaigns and events, we've seen how TikTok can bring people together, whether it's for business, entertainment, or cultural storytelling," Dutta says. "The platform is more than just videos—it's about connection and creativity."

Looking ahead to 2025

As TikTok continues to evolve, its vision for 2025 focuses on expanding educational content, supporting more SMBs, and enhancing opportunities for creators. The success of initiatives like #DiscoverWithTikTok and #LearnOnTikTok has paved the way for more structured knowledge-sharing, while business-focused tools will further support entrepreneurs.

TikTok's growth in Bangladesh reflects a larger shift in how people interact with digital platforms. No longer just a space for short-form entertainment, it is now a multifaceted platform for learning, discovery, and economic empowerment.

With the foundation set in 2024, the coming year looks promising for TikTok in Bangladesh. As technology, creativity, and digital storytelling continue to merge, the platform is set to play an even greater role in shaping the country's online landscape.