This spotlight highlights TikTok’s rapid evolution into a mainstream social platform, amassing 1.2 billion users worldwide. Once dismissed as “just for kids,” it now engages millennials and drives significant purchasing behaviour, with 52% of users buying to join communities. Its unique algorithm, emphasis on authentic content, and interactive comments foster creativity and connection, while hashtags like #TikTokMadeMeBuyIt showcase its commercial impact.

Case studies from brands like Ryanair, M&S Food, Vessi, and Gymshark illustrate effective strategies, from trend-led content to community engagement. The guide concludes with five key brand tips: fit in, be human, embrace imperfection, nurture community, and experiment.