The tiktok era

Abstract

The Covid-19 pandemic has brought new challenges for companies' communication. In this article I will mention the main characteristics of the social network TikTok, the importance of the role of influencers and the impact that an opinion can have on the growth of brands and how they can adapt to the new challenges of the digital age. This theme will be consolidated with the main strategies that companies can and should use to communicate with their target audience through this platform, giving priority to creative, innovative and differentiating content and that above all create interaction with the user.