How brands can stand out on TikTok for the right reasons: A guide

All eyes are on TikTok; from users who can’t get enough of its content to the US companies making a bid for acquisition — and brands are waking up to the potential.

High on the list of attractions is scale. In just two years, the video app has gone from 55 million to almost 700 million monthly active users globally. Much of that growth is down to the pandemic-driven spike in demand for digital media, but it’s also fuelled by the specific appeal of TikTok’s short-form...