Can TikTok Cut Out the Middle Man Between Creators and Brands?

The platform's creator marketplace could disrupt influencer marketing agencies

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TikTok is a hub where influencers build up their net worth, average people take stabs at internet fame and brands either make effective or cringe-worthy attempts to connect with Gen Z. The platform has been considered a long-time threat to media like YouTube and Instagram, but one of TikTok’s growing capabilities could potentially disrupt a whole new sector of business: influencer marketing agencies. 

“TikTok is helping us not only pick the right people, but shape the right content,” said Jess Tinetti, group strategy director of content at Atlanta independent agency Dagger.

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