‘TikTok is the real you — more lo-fi, not as polished’

When TikTok, the popular short-form video platform, is compared with other social media giants like Facebook, Instagram and X, oneof its most distinctive features is how it connects users to a vast, global audience rather than just friends or acquaintances.Videos on TikTok are often under 15 seconds and could seem trivial at first glance. Yet, Sofia Hernandez, global head of businessmarketing and commercial partnership at TikTok, says this simplicity and spontaneity are central to the platfor