First of all, it must be specified that the success of a brand on TikTok is not measured by the number of followers, but on the basis of video views, interactions and the ability to inspire users. According to Laura Milani, Head of TikTok Italy’s Luxury Made in Italy Hub, in a recent interview with Sole24Ore, two out of three users admitted to having bought a luxury product they were not looking for, but only thanks to the stimuli of a creator on TikTok. The real directors are those who inspire the community with ironic, authentic, playful and creative tones, capable of building a special...