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’.