Video-sharing platform TikTok is almost synonymous with teenagers – but now their mothers are getting involved. Meet a new generation of parents: playful, meme-loving lip-syncers who are creating some of the most popular content on the platform.

TikTok may be known for its entertaining videos but it's entering the e-commerce space with its collaboration with Spotify. As people turn to social media for the latest finds, in-app shopping is becoming a hot commodity for followers inspired by their favourite influencers' purchases.

The social media era has made it easy to discover skincare products, yet while influencers and media outlets champion various high-priced and hard-to-find items, a growing number of TikTok users are turning to their local drugstore. Why are ‘skintellectuals’ snapping everyman brands?

Viral TikTok videos have caused sales spikes for books and songs from decades past, hinting at how the platform has become a potent source of recommendations. How can brands tap into this promotional power while maintaining the authenticity and creativity that Gen Zers expect?