How brands can be authentic on TikTok

Fuelled by its passionate community, TikTok's raw, lo-fi aesthetic levels the playing field for brands of all sizes – and it takes creativity, not budget, to cut through effectively. “You won't have success on TikTok if you don't use it,” says Alex Whitlock, global social media director at Burberry, which has a 1.5 million-strong following on the platform. “That's rule...