Why Brands Should Consider Making Connections With Budding Viral Creators

With TikTok on the rise, marketers should value the maker, not just their reach

Picture this: You’re the CMO of a major brand at the center of a quickly spreading TikTok trend. Rolling notifications make it clear that this clip is a hit across multiple social platforms and gaining steam. Do you repost their content? Send free products? Is your CEO willing to approve the title of TikTok youth brand ambassador in a pinch?

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This story first appeared in the June 21, 2021, issue of Adweek magazine. Click here to subscribe.