TikTok's Impact on Brands and the Creator Economy

There’s a legal battle brewing between TikTok and the federal government. But how anxious are US companies about losing one of the newest and frankly most exciting social media outlets in years? Rachel Karten had that question, too. She’s a social media consultant for brands like Cava and West Elm, and author of a Substack called Link in Bio, a  newsletter about the business of social media. She spoke with host Steven Overly to talk about what she's hearing from brands and what losing TikTok could mean for online culture and commerce.

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