This week’s Future of TV Briefing looks at how “more videos from smaller creators” is the recipe for success on TikTok Shop.
- Shopping small
- Justice Department’s press pool probe, TV’s diversity backslide and more
Shopping small
More and more influencer marketing resembles traditional advertising. There’s the programmatic-ification of influencers’ sponsorship deals. There’s the price of a MrBeast sponsored segment creeping toward the cost of a Super Bowl spot. And there’s the TikTok Shop affiliate model exemplifying the creator economy’s version of direct-response advertising.
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