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TikTok creators Em and Loz on how brands can work with influencers on the platform

If a brand has a target audience of anyone between the ages of 13 and 40, chances are they're on TikTok. The short-video platform is growing at breakneck speed, and shows no sign of slowing down any time soon. But what can brands learn about TikTok, from the content creators who know it best?

Brands are still testing the waters of TikTok, but some advertisers have seen phenomenal success from their experiments in this (relatively) unsaturated platform. Take the footwear brand DSW, for example. It launched its ‘#toomanyshoes’ campaign in late July and within days claimed to have generated 1.7bn views.