Editor
TikTok may be overtaking Instagram as fashion’s new favourite app, but the returns from advertising on the platform don’t match the hype just yet, brands and experts say.
“It’s horrible,” said Tony Drockton, founder and self-proclaimed “chief cheerleader” of handbag brand Hammitt, of TikTok’s return on ad spend. “We’re not shifting more dollars into TikTok until we can figure it out.”
At the same time, everyone BoF spoke…
