TikTok and the new dynamic between creators and brands

Trevor Johnson

This article explains the relationship between creators and TikTok, real-world examples of brand and creator collaborations are shared as well as tips on how to get started working with creators on the platform.

Brands and the creator economy

This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.

Many of the surprising and endearing trends we’ve seen over the past few years have been powered by people – just like you and me – who are sharing their lives every day on TikTok.

From mochi ice cream sell outs and feta pasta madness to full-blown TikTok concerts and musicals, all these trends caused a cultural earthquake in their own right. What connects them is that they started with the incredible...

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