TikTok's 'get ready with me' videos are changing social media – and brands are noticing.
But that was then, according to Schear."There are still creators who bank on that, but I would say the large majority is very organically themselves, so you'll find that people truly gravitate to what they enjoy," Schear said.
"The best brands are indistinguishable from creators. So when you see a brand like Shein, it's so massive that I think you go on TikTok, there are billions of views of #SheinHaul on TikTok, so they have essentially deputized an army of micro-influencers to rep for them," Wilson said. That is a brand presence on a platform ... We now have creators doing Shein Hauls to rep for the brand.
She points to Duolingo and Ryanair as two brands that have mastered the vernacular of TikTok in appealing to the app's young users.
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