Social media is now just as much about entertainment as it is about social connection, as the rise of TikTok attests. Its users now spend more than an hour a day on the platform, seeking out both short and longer form content. TikTok is home to self-made creatives in music, dance, comedy, writing, news reading and more – and for brands to find their place on the platform, it’s essential to know what kind of content is resonating, and why.