How to crack the code of TikTok’s ‘For You’ page

Weighing in on app’s infamous home screen, Dom Burch explains how brands can best use it to their advantage.
 
 
 
Eight years ago, I helped launch an innovative influencer-led YouTube channel for Asda called Mum’s Eye View. Rather than create dull, branded corporate videos that sought to mimic YouTuber content, we flipped the tables and handed over the keys to them. It was a bit of a punt, but within six months it had generated 2m views and captured 35,000 subscribers