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TikTok is known for surprising small creators with a taste of internet fame and democratizing the creator economy. But offering a wider net of people an unexpected shot at social media influence has raised questions about how exactly the platform’s algorithm operates, and TikTok has historically established itself as a black box when it comes to sharing data.
That started to change this summer when the platform announced that its first league of marketing partners, including influencer marketing agencies Captiv8 and Whalar, would gain access to its API (application programming interface).