Dawn of the Content Creator

Dawn of the Content Creator. Brands have tried to conquer TikTok, and what’s clear is that many have failed. The most successful accounts on TikTok are those of creators, who unlike influencers (who focus on building their communities), build followings based on a particular narrow skillset or content style. More brands will partner with them in 2023 to build out their own presences but also to generate reach beyond their own accounts.