A theoretical and practical manual to approach TikTok as a creator and a brand, the book illustrates the factors driving the app’s boom in Italy and abroad, and details what makes it different from its main rival, Instagram.
After a broad overview of the structure of the Chinese app released by ByteDance, we investigate the community, engagement, marketing and even advertising aspects available for brands and companies, as well as a number of successful Italian and international case studies.
The book includes a thorough examination of the app’s legal aspects, including privacy and protection of minors (40% of the world’s TikTokers are under 19) edited by an expert lawyer specialised in digital and influencer issues.