Has TikTok Won The Creator Wars?

Mar 13, 2022

4:00pm – 5:00pm CT

Why are the social platforms in a frantic bidding war to train and retain creators? TikTok committed $1 billion into creator initiatives, Instagram and Facebook matched that, YouTube has a $100m fund while Snap has been paying top creators $1M a day.

Platforms clearly understand what the fastest-growing DTC brands have known for years; creators are key to social success and your bottom line. Billion-dollar empires have been built by millennial founders who’ve cleverly empowered their own customers to become their marketing arm, creative department and sales force through s-comm.

But why are the majority of marketers still struggling to succeed in social? Perhaps the answer lies in TikTok’s positioner; ‘Don’t Make Ads. Make TikToks’.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

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Jenny Wall


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