Finding the right people for a TikTok video is just as important as the concept itself. For one of our partners, we’ve been wanting to introduce a new female character to make the content more dynamic and versatile. Our first candidate didn’t fully connect with the topic, which meant she couldn’t deliver the level of authenticity the brand needed. The second attempt seemed promising, but the chemistry wasn’t there, the contrast between her and the existing character was simply too strong. And then came round three, where everything finally clicked. The synergy between the two characters works exceptionally well and the content performs strongly. In TikTok brand building, the on-screen character may become the face of the company in the digital space. That’s why choosing the right people isn’t just important, it’s essential.