Fashion and beauty brands are working with TikTok influencers to reach Gen Z. Uniqlo, Calvin Klein, Aeropostale, and Ulta Beauty are just a few of the brands who have tapped popular teen TikTok users in campaigns. Brands need to be prepared for more unfiltered and “raw” content on the platform, and be willing to do some leg work to find the right partners. Currently, TikTok is telling brands with paid campaigns what type of content is performing well, as well as what influencers they might want to work with—but just starting to establish the tools to reach out to the young creators. (Glossy)
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