The Stream

If you’re building a brand channel on TikTok, you know how time-consuming it can be to create all of your own content.  

In just a few weeks, my son will graduate from college along with thousands of other members of the class of 2023. The typical message sent to graduates this time of year is: “Congratulations and welcome to the real world – now the real learning begins.”  

Heritage brands in China have decades – and in some cases, centuries – of history. They hold a unique position, commanding admiration for their storied legacy and reliability. However, in a rapidly changing market landscape, these brands face the challenge of staying relevant and connecting with younger consumers.  

Starting a TikTok channel can be an intimidating step for a brand, but the platform’s meteoric rise in popularity has many marketers taking a second look. And for good reason. The potential value to marketers and brands is clear: 

Social media has always been a tough nut to crack for brands since its rise nearly 20 years ago. And its ever-changing nature has certainly been the cause of a few ill-timed migraines. 

Allison+Partners client Copia Global was ranked 35th on the Financial Times 2023 Fastest Growing Companies in Africa list.  

Anyone who has met me later in life is used to hearing me talk about my anxiety. When meeting new people and establishing connections, I want to set the tone so the mental health conversation is open. There is nothing to hide and no reason to bury something that has an impact on your daily life. If I can be even a small part of changing that narrative, I consider it a success.