TikTok is insanely popular among college students (and younger crowds). I despised it at first but eventually gave in right before Covid -- been addicted ever since lol.
Disney Parks alone has a big following on there. Just reading the comments and such, pretty insane the content they post generates much buzz.
My friends from college know I love Disney, and they always forward me their TikToks and ask questions. One of them found about the 50th celebration thru there and bam, they planned a trip with their family over the summer. So I would say it's doing the job fairly well.
Compared to Twitter and Facebook, I would say it's a better platform. People are much more creative on TikTok, it's quite insane and cool. I follow a bunch of SE's (software developers) on there since that's my field and really cool to relate daily to such crowd and learn tips/tricks that'll help me on the job.