Goodbye Relevance, Hello Relatability: The New Industry of Brand Connection

On TikTok, we create virtual mirrors. We teach our algorithms to reflect only what’s relatable to us and our inner selves . Our views, likes, and shares are all validations of what feels deeply true to who we are. It creates a kind of intimacy, a reflection of our subconscious.

Knowing this, brands have to compete for our attention differently. In o... See more