TikTok Loves an Underdog Story. Where Does That Leave Big Brands?

Users welcome marketers who prioritize creators, as some companies are learning the hard way

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

For a struggling taco shop in Glenview, Ill., the difference between a disheartening lack of foot traffic and a sold-out menu was a 10-second TikTok post. A decor company based in Grand Rapids, Mich., was saved when the owner’s daughter brandished his collection of horror-themed Christmas ornaments on the platform. And Keith Lee, a former MMA fighter who has risen to social media fame for his candid food reviews, has established a streak of saving small businesses with a single post. 

While TikTok users continue to embrace influencers with big-box brand deals, they are increasingly enthusiastic about making purchases they can feel good about—and creators are both driving and embracing that sentiment.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in