It puts more responsibility on both the brand and agency to be super diligent with how they're briefing influencers, how they're conceptualizing campaigns and just try to hold on to authenticity at all costs. Because it does feel like TikTok, in many ways, is set up to gamify the content creation process.
TikTok rewards search value by factoring in 'search value' as part of its content creators' rewards on the platform's new monetization program. The app aims to incentivize creators to produce optimized content that matches user search queries, enhancing the overall user experience.
More than two in five Americans use TikTok as a search engine, with about one in 10 Gen Z users favoring it over Google. TikTok's growing influence as a search platform emphasizes the need for agencies to create authentic and engaging content to align with user preferences.
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