Emphasis on the ‘real’.

If Instagram introduced ‘authenticity’ as the buzzword of choice for the social media age, TikTok was the one who put it up in lights. Eschewing the feed-perfect aesthetic in favour of something more in-the-moment, TikTok made authenticity the gold standard for younger consumers.

Yes, it might have all started with viral dance routines and mime-along memes, but today TikTok is a serious competitor for the crown of t