Just For You TikTok’s user base has exploded, and creators are eager to monetize the puzzling platform By Mary-Wesley Maddox
Since starting her TikTok account in November 2019, Isabella Duffy has posted daily vlogs, showed off her special effects makeup skills, and partnered with multiple brands to promote products. Duffy, an SMU sophomore, has built a following of over 100,000 followers and 6.5 million likes with her fashion-forward content, and sometimes she doesn’t even understand why. The platform’s addictive algorithm has allowed many creators to experience unbridled growth, yet it can be difficult to rein in the high level of engagement for monetization. Following the coronavirus lockdown, TikTok has undergone a transition in both the content and user base, and it appears that the app is here to stay as a social media powerhouse. However, companies and influencers like Duffy, are still navigating how to successfully monetize content and sell products on the platform at the level of competitors like Instagram and YouTube. “TikTok’s algorithm has changed a lot,” said Duffy, who began rapidly gaining likes and followers at the start of the coronavirus quarantine. “It’s way harder now to gain a loyal audience even if your video goes
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