Come for the funny dance moves, stay for the branding boost! Contrary to what you might think, it’s not just nimble teenagers who can draw a following on TikTok. Originally conceived as a way for users to share clips of themselves lip-syncing songs, the app marries the shareability of a social network with tools such as filters and sound effects for filming and editing short-form mobile videos right from your phone. Marketing experts say key to the app’s success are its intuitive layout and viral appeal, and the short video-snippet style it popularized is perfect for a culture conditioned to enjoy bite-size entertainment—all attributes savvy jewelry designers and retailers can use to boost brand awareness and sales, and forge a deeper level of engagement with customers. What Exactly Is I