Kim Farrell of TikTok: TikTok shapes the culture in a very positive way

TikTok has changed the rules for communicating on social networks while expanding the spectrum of ways that brands can connect with audiences through content creators. That was the subject of the panel dubbed TikTok: combining culture, creators and community, one of the most popular on VidCon Mexico. Kim Farrell, regional director general of Operations & Marketing in Latin America, presented some successful cases that locate it as the leading platform for short-form entertainment. “TikTok is entertainment driven by the community. Our three Cs – community, content and creators – are shaping the culture in a very positive way,” she said. One of the successful cases mentioned by Farrell was the Latin Grammys nomination in the Best Long Form Music Video category of singer Rosalia for her TikTok Live, which attracted 7 million views to the platform.Farrell also announced that the new tool known as TikTok Now, which permits the sharing of 10-second videos or photos with simultaneous front and back camera shots, is now available in Mexico. Joining in the presentation were digital creatives Mich, Javier Ibarreche and Andrew Larrañaga, relating their experiences on the platform.