TikTok Face — Real Life

It’s striking that TikTok, on the surface, prizes individuality but what truly sustains the platform is imitation and repetition and the all-too-human desire to be just like everyone else. Despite the many charming or strange or jaw-dropping videos on TikTok, far more of the videos are fairly mundane. They receive little attention, but the creators... See more

• Embrace Opportunities for Edutainment. TikTok’s short-form video format isn’t just addictive—it offers brands a unique opportunity to educate consumers about their products. Additionally, teaming up with TikTok beauty and fashion experts, à la The Inkey List, can help brands build credibility and win over potential skeptics.