The rise of TikTok creators has been meteoric as they disrupt media with innovative content ideas, says Cassi Yang, agency lead at Hepmil Creators’ Network. During the Meltwater APAC Digital Summit, she discussed what one can expect from these creators in the future and how brands can look to leverage influencers’ reach.
Growth of social media
Facebook’s launch in 2004 ushered in the rise of content creators, said Yang, with content in the early days from the likes of 9GAG, Buzzfeed and some comedy videos.
She added: “YouTube launched in 2005 and shortly after, several creators like PewDiePie, who focused...