Media Buying Briefing: Can TikTok’s social impact program attract creators as it faces uncertainty?

TikTok last week launched another creator program as social platforms continue battling over creators — and media agencies say it could help keep Gen Z and creators on the app and drive growth for brands during uncertain times.

“Gen Z has a deep connection to impactful advocacy, and the associated content seems to make waves with other demographics on the platform as well,” said Nickey Rautenberg, director of content performance at influencer agency HireInfluence.

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