Rodríguez Hernández, MarinaRodríguez Hernández, MarinaVázquez Sacristán, Isabel A.2026-01-072026-01-072024-05-09Rodríguez Hernández, M & Vázquez Sacristán, I A 2024, 'TIKTOK, THE NEW SOCIAL PLATFORM FOR LUXURY BRANDS', VISUAL Review. International Visual Culture Review / Revista Internacional de Cultura, vol. 16, no. 3, pp. 197-211. https://doi.org/10.62161/revvisual.v16.52552695-9631https://hdl.handle.net/10641/7001Publisher Copyright: © 2024, VisualCOM Scientific Publications. All rights reserved.Given the relevance that the social network TikTok has acquired among the new generations, we selected the luxury companies present in the Best Global Brands 2023 report; we verified their official presence on TikTok; we carried out a comparative study of the profiles in relation to a series of key variables, such as the number of followers, the publications made, the likes obtained; and finally, we carried out an analysis of the most shared contents in order to identify the characteristics of those that obtain the best results and their possible influence on current visual culture.151803537enghttp://creativecommons.org/licenses/by-nc-nd/4.0/BrandsCommunicationLuxuryShort videosSocial networksTikTokVisual cultureVisual Arts and Performing ArtsYesyesjournal articleopen access10.62161/revvisual.v16.5255https://www.scopus.com/pages/publications/85193952179https://www.scopus.com/pages/publications/85193952179#tab=citedBy