In this episode of The Marketing Misfits, Michelle Barnum Smith shares her transition from corporate high-tech marketing to becoming a TikTok Shop expert. She delves into the hurdles that major brands encounter in establishing authenticity on TikTok and highlights the significance of personal branding. Michelle clarifies the differences between creators, influencers, and affiliates, advocating for a data-driven method to choose collaborators. Instead of merely paying for influencer posts, she promotes a strategic partnership approach. The discussion also explores the changing social landscape, emphasizing how younger generations are using platforms like TikTok for self-expression and finding purpose through personal branding.
