- TikTok followers do not quite look up to their heroes in the same way as fans normally look up to celebrities in Bollywood or in cricket They do look up to them for fun and entertainment, but do not actually consider them to be role models, be it for clothing and accessories or hairstyling and makeup.
- TikTok heroes are fun to follow, but they do not necessarily set standards for aspirations. Their empathy and trust scores are kind of average, dramatically lower than film and sports celebrities.
- When trying to sell products like a mobile or a motorbike or say a money product like a credit card or similar, the emulatability score of top TikTokers is at best tepid. Comparative scores of Bollywood and top cricketers are way way higher.
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The author has put forward strategic guidelines that can potentially impact the overall user experience of an e-commerce website
Watch the film conceptualised by Grey Group India here
At an IAA Masterclass event, the consultant spoke about the role of brands in various sectors, their relationship with finance and how advertising will retain its importance for times to come