Hyper-polished, aspirational content has been losing its shine. In its place: authenticity. Over the last year, countless brands embrace creators in their marketing strategy, and TikTok actively integrated this approach into their business strategy.

We are experts on mute, skip, and ignore ads. They were created for a different kind of internet experience, and haven't evolved in line with everything else competing for user’s attention. That’s why TikTok’s strategy for brands, the mantra 'Don't Make Ads. Make TikToks' was an invitation to be more creative, more authentic, and to create content that truly speaks to people.

With this, we have seen the creators gaining more and more power, and big players giving more tools to the creators:

• Instagram & Facebook announce affiliated posts and a new creator program

• 🤳 Instagram and Twitter launch major new features to capture the creator economy

• Apple launches Today to provide opportunities to young creatives

#BeingRealRules