Average People Now Run the Influencer Economy, and Brands Must Embrace User-Generated Content

UGC controls modern-day purchasing decisions

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By the end of his Aug. 30 evening shift at a Target in Kansas, Jaden Hamilton had successfully positioned himself for internet fame. He headed to a nearby Walmart at dusk, stole one of the store’s shopping carts and announced on TikTok that he would be “holding it hostage.” 

The video, which has now been viewed more than 34 million times, received reactions from a slew of brands in the TikTok comment section.

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