The TikTok generation: build brand loyalty by offering creators freedom

As audiences and platforms change, so do the best ways to reach them. Jonathan Lemze, head of social strategy at RAPP, digs into what generation Z wants from content - and what that means for brands competing for a share of their attention.
TikTok has cemented itself as one of the most popular audience engagement channels on earth, offering brands a direct means of communication with millions of potential customers.
Don’t just take our word for it. In 2021, TikTok was the most downloaded a