Dear Fashion Brands: Why Aren't You on TikTok? In 2020, TikTok became the new "It" platform. And yet with a few exceptions, the industry has been hesitant to latch on. That will soon change. Author: Photo: Jeremy Moeller/Getty Images In 2020, TikTok became the new "It" platform. And yet with a few exceptions, the industry has been hesitant to latch on. That will soon change. Charli D'Amelio is a new kind of social media marvel in that she's, at the heart of it, a teenager from Connecticut who only joined TikTok in May 2019 with a video of her lip-syncing next to a friend.