Anyone using social media in the last three years has been exposed to or heard of TikTok. With over 1.4 billion monthly active users, the social media platform TikTok has taken the world by storm. It allows users to create videos lasting from 15 seconds to three minutes, covering thousands of categories, from makeup tutorials to tutoring explanations. The app has been a particular hit for influencers. An influencer is someone who has the power to impact the purchasing decisions of others because of a certain appeal or relationship with the audience. Many influencers have taken advantage of the app’s huge audience to capitalize on brand deals with popular companies that would pay influencers to advertise their products. The reason that brands reach out specifically to influencers to advertise their products is because of the creative techniques utilized to make the products so appealing that the audience must have them. The current average is around $2,741 for just one brand post and/or collaboration. The greater the following, the more brands are willing to pay for their promotion.
This post was originally published on the Cardozo Journal of Conflict Resolution website on November 16, 2023. The original post can be accessed via the Archived Link button above.
Ayzidor, Peri, "Navigating the World of TikTok Influencers and Using ADR Methods to Negotiate Brand Deals and Contracts" (2023). CJCR Blog. 72.