Are you not entertained?: How TikTok’s secret formula is rewriting the rules of marketing

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.