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The following is a guest post by Blake Lynch, digital supervisor of content marketing at Lippe Taylor. Opinions are the author's own.
Creator + TikTok = viral campaign. This is a formula nearly every major brand has noticed or tested over the past few years. The impact of TikTok creators has been an undeniable force in consumer culture and marketing campaigns, and according to TikTok, the social platform now has 1 billion daily active users, up from 55 million in 2018.
We've seen TikTok creators lead major campaigns like Pepsi's #ThatsWhatILike, Dorito's #CoolRanchDance and Blue Diamond Almonds' #28XTREMES campaigns. The impact of viral challenges spurred by creators' influence has even led to domination in the music industry. TikTok and its creators have introduced a new cast of viral stars, catapulted songs onto the Billboard charts and influenced an estimated $920 million of consumer spending globally, per Sensor Tower Intelligence.
While TikTok offers creators a new medium of expression and an additional revenue stream, some of the same creators and brand partner relationship troubles have followed them to the platform. Creators have expressed that they're often not fairly compensated or credited for their contributions to campaigns. Even after TikTok introduced new creator...