By Sooraj T R, creative technologist at Socialize
Competition for quality content and mass audiences is intensifying across social media platforms, with the creators themselves fast becoming the new battleground. The recent pandemic and resulting lockdowns have only fuelled audience appetite for greater volumes of easily accessible, often bite-sized chunks of information and entertainment.
Many platforms rely on active creators serving up the all-important content which attracts users and appeals to brands. This is why, to keep the most popular creators on side, they are developing creator platforms – tools which connect talent directly and effectively, with brands.
TikTok
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