According to The New York Times, TikTok is "rewriting the world." This video-based application has grown its database exponentially during the COVID-19 crisis, reaching around 250 million active monthly users. Because of its broad reach and ease in creating content, the platform has been labeled as a powerful tool for content marketing and brand storytelling. Small companies such as local boutiques to national brands such as Grubhub and Pepsi are investing in its advertisemen