How Brands Are Adjusting to the Culture of TikTok

Kevin Best, Contributing Editor,

TikTok exploded in popularity last year, with over half of US consumers under 24 using the app. And with some initial uncertainty surrounding its long term stability, brands seemed to approach the boom with caution. Now that it’s clear that the platform is here to stay, brands are committing big chunks of their advertising budgets to TikTok in 2021. And they’re navigating how to authentically interact with the platform’s users.