With a feed driven by an interest-graph rather than a socio-graph structure, TikTok provides its audience with content based on individual interests dictated by their activity on the platform rather than who they follow or their demographic identity.
This September, BoF and TikTok co-hosted an executive roundtable breakfast in New York. The event welcomed brand and business leaders from TikTok, Calvin Klein, Christian Dior, Fendi, LVMH, Michael Kors, E.l.f. Beauty, Paula's Choice, Tiffany & Co., Unilever Prestive and Van Cleef & Arpels, to share their expertise and learnings from operating in fandoms, as well as how, where and when brands can establish a presence in TikTok communities' conversations.
"It's less on the celebrity of any one individual and more on the resonance that they have — and that changes," said one guest, anonymised under the Chatham House Rule. "We see that, every day, where maybe a subcommunity is incredibly small, one individual has such a voice of that [group], like Brandon the Plant Guy for PlantTok or something like that — [but] how do we find who is resonating and showing up or relevant? That's what drives that authenticity."
Discover insights from the roundtable discussion on BoF.
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