TikTok challenges have evolved beyond Tide Pods and right into a compelling avenue for brands in search of to create meaningful interactions with social media-savvy consumers.
TikTok trickled into the mainstream in 2019 and has skyrocketed in popularity since, cultivating a short-form video content ecosystem nearly the other of that of its primary predecessor, Instagram.
On Instagram, which had its heyday through the late 2010s, an attractive brand presence was often one which appeared as elusive and aspirational as possible (think: the cool kids’ table that one desires to, yet despite their best efforts, can’t get a seat at). On TikTok, nonetheless, it's brands who're welcoming, witty — in some instances, self-deprecating — and in all instances, relatable, that rack up...
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