TikTok is evolving rapidly from its song-and-dance origins, and while creators remain at the core of the platform, their activity is being used in new ways: promoting brand discovery and purchase and the development of what it terms ‘community commerce’.

Why it matters

The nature of TikTok and its algorithmically driven For You feed means that rather than simply placing themselves in front of people, there is an opportunity for brands to engage with people with particular interests and to collaborate with creators. By doing so, they can become part of communities and brands can leverage these communities to sell...