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Future of TV Briefing: TikTok Shop success = small creators + more videos

Digiday · Tim Peterson · last updated

This week’s Future of TV Briefing looks at how “more videos from smaller creators” is the recipe for success on TikTok Shop.

  • Shopping small
  • Justice Department’s press pool probe, TV’s diversity backslide and more

Shopping small

More and more influencer marketing resembles traditional advertising. There’s the programmatic-ification of influencers’ sponsorship deals. There’s the price of a MrBeast sponsored segment creeping toward the cost of a Super Bowl spot. And there’s the TikTok Shop affiliate model exemplifying the creator economy’s version of direct-response advertising.

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