Audiences, especially younger demographics, do not want to feel as if they are being sold to.
According to Lucy Quick, Creator Partnerships Manager, Global E-Commerce Operations at TikTok, sponsored content that is educational resonates especially well with audiences on the platform. Audiences, especially younger demographics, do not want to feel as if they are being sold to. For example, they are more apt to join a live-stream with an influencer who is doing a tutorial than one showing off their top 10 favorite products.