‘Go where their audiences are’: Why some brands are ‘prioritizing TikTok’ when it comes to influencer marketing

When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using TikTok creators over Instagram influencers in their campaigns. The chance for seemingly anyone or anything to go viral, as well as the increased usage of the growing social platform, is alluring for marketers — leading some of them to earmark more influencer dollars to TikTok.