"I view it as gas money," said Jack Appleby, part-time content creator and creator consultant. "If you're a creator and you hope the [social media] networks will pay you, it's a fool's errand. You need to go to the brand deals yourself."
Within the last few years, TikTok has become the primary platform of choice for brands working with influencers and influencers themselves. According to Morning Consult, TikTok went from obscurity in 2019 to the most popular influencer-following platform for more than a third of Gen Zers.
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