Why Brands Should Consider Making Connections With Budding Viral Creators

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

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

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?



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

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