TikTok Shop is changing what it means to be a creator
TikTok Shop is turning creators from attention generators into participants in the transaction itself and changing what commercial influence looks like.
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The latest reporting and analysis from across the creator economy.
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Influencers Are Starting to Become Investors in the Brands They Promote
The creator economy is moving from promotion towards ownership, as influencers increasingly invest in the brands their audiences can help grow.
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Why brands are starting to treat creators as sales channels
Creators are moving closer to the transaction, giving brands something more powerful than attention alone: a new way to sell products.
The rise of the TikTok Shop agency
TikTok Shop is creating a new agency model: part influencer network, part ecommerce operator, part LIVE studio and part performance marketing company.
What does a TikTok Shop creator actually earn?
TikTok Shop can generate serious creator income, but GMV, commission and actual earnings are three very different numbers.
Creators are building businesses beyond sponsorships
The next stage of the creator economy isn't simply earning more sponsorships. It's creators using their audiences to build businesses they actually own.
The platforms are competing for creator businesses, not just creator attention
Platforms once competed for creator attention. Increasingly, they are competing to become the infrastructure underneath entire creator businesses.
The next important creator might not have millions of followers
The next big opportunity in the creator economy may be finding commercially powerful creators before their follower counts make them look important.