TikTok has long been more than just a hype – it is a mirror of social dynamics and a place where new forms of communication are developing. In an interview with the trade magazine new business, Ines Imdahl, managing director of Rheingoldsalon, talks about the psychological power of the platform and how brands can create genuine closeness there.

What sets TikTok apart from other social media? It's the radical authenticity. Users show themselves unvarnished, direct and emotional – and that's exactly what creates resonance. For brands, this means that if you want to be successful on TikTok, you have to engage with people's real lives. Glossy messages and classic advertising formats don't work here.

Ines Imdahl explains how TikTok is becoming a stage for real stories – and why short, intuitive formats in particular have a special psychological effect. It's about the feeling of being part of something, spontaneous identification and the opportunity to see oneself reflected in the content.

The interview provides valuable insights for brands that want to understand TikTok not just as a channel, but as a cultural space – and shows how deep psychological insights can help to create genuine connections there.

Read the entire article here.