Engaging Authenticity in the TikTok Era

This chapter explores TikTok's emergence as a leading platform for brand engagement, highlighting its unique characteristics that distinguish it from longer-form platforms like YouTube. Emphasizing the need for authentic, creative content over mere metrics, the discussion underscores the importance of building trust through compelling brand narratives to resonate with younger audiences. The chapter critiques transactional mindsets in business, advocating for a balance between immediate financial success and long-term brand development.