TikTok for business: why brands can no longer afford to wait
TikTok has moved from cultural curiosity to commercial imperative faster than almost any platform before it. Brands that dismissed it as a channel for teenagers are now watching competitors build significant audience and commercial advantage through content strategies that would have seemed implausible five years ago. The platform’s algorithm, its creator ecosystem, and its rapidly maturing social commerce infrastructure have combined to produce something that no serious marketing strategy can responsibly ignore. This piece examines what that means for brands at different stages of their TikTok journey.