Meanwhile, TikTok creators are replacing Instagram influencers. While Instagram celebrities were previously idolized, COVID (and a series of missteps) caused followers to realize that they don’t relate to their “lavish lifestyles.” Now, TikTok influencers are poised to become brands’ new go-tos as young consumers crave authenticity and someone who “empathizes” with what they’re going through. Throughout the pandemic, TikTok stars like Charli D’Amelio and the McFarlands have connected with their audience with playful content while equally offering a realistic view into their quarantined lives. (Adweek)
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