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.