TikTokCreator outlook: Marketing Partners share opportunities for the year ahead
Summary
In 2023, creator marketing on TikTok is set to grow, with brands focusing on long-term ambassador relationships, shoppable content powered by creators, and audience diversification beyond younger demographics. Data-driven measurement and AI tools help brands track ROI. Micro- and nano-influencers with high engagement rates become more valuable.
Involving creators in campaign development from the start yields better results, as seen in DiGiorno's campaign. Brands should also embrace underrepresented communities and treat creators as strategic partners.
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