"When brands open to fresh creator communities and intentionally create spaces for real engagement, they're not just connecting—they're tapping into the pulse of their audience," TikTok writes in the report.
"Two-thirds of TikTok users appreciate brand collaborations that include diverse creators. Engaging a broad range of creators helps advertisers reach different demographics and niches," according to TikTok.
"In previous years, brands primarily vetted creators by the number of followers and limited their partnerships to creators within their target audience... However, brands are beginning to work with creators outside their specific niche," the report noted.
"When brands collaborate with creators beyond their usual scope, it demonstrates their engagement with culture and authenticity, ultimately leading to a broader appeal among users," TikTok emphasized.
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