PMG’s director of influencer marketing Angela Seits recently shared her thoughts with Digiday (paywall) about TikTok’s attempt to create a robust connection point between its talent and the marketers who want to collaborate with them on branded campaigns. The move is expected to be a long-term boon not just to its creators, but also TikTok and larger agencies that represent large-scale advertisers.
“When platforms launch their own marketplace tools to enable brands to identify and partner with influencers, there’s often an impulse in the advertising community to see it as an either/or situation — platform or agency — but this is a false dichotomy,” said Seits. “We see the best results when brand, platform, and agency work together.”
The article is the latest in the publication’s continuing coverage of the fast-growing platform, much of which has drawn from PMG’s insights and commentary.