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Brands grapple with TikTok's talent development model

TikTok is acting much like a record label or talent management firm as it invests in staff to help monetize creators along with the firms that back them, which is a bit confusing to some brands that see the value but aren't sure how to operate within this distribution model, writes Seb Joseph. Jide Maduako, CEO of the influencer platform Yoke Network, says, "It's fresh land where advertisers can take advantage of the fact that what people are seeing hasn't already been shown elsewhere."

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