TikTok and Douyin amassed a combined 740 million downloads last year, overtaking Facebook and Messenger to become the world’s second most downloaded app behind WhatsApp. TikTok is reportedly looking at luring advertisers by launching a new feed that would include curated content from TikTok users or original videos created by professional publishers, mimicking rival Snap that has a specific channel that supports video advertisements. TikTok’s efforts may placate the concerns of brands and advertising agencies that worry their commercials could run alongside distressing or even illegal user-generated content on the platform. TikTok was also thinking about allowing users to shop directly from links embedded in brand advertising. Besides competition, another major challenge facing TikTok is the resistance shown by US lawmakers over privacy and security issues.