Why Apple, Google and Microsoft are spending more time on TikTok

The rise in big tech’s activity on TikTok is reflective of a larger cultural movement. “Brands can’t just exist as brands anymore,” Kahlert said. “They have to have an interface, something for audiences to actually engage with. Those big companies need to become more approachable and more personable because audiences are growing very used to being able to interact with the creators that they like.” Being close to consumers is also important.

Link: Why Apple, Google and Microsoft are spending more time on TikTok
via http://www.cnbc.com

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