“You can hire a creator to play just the role of the actor. If you know how to do marketing you can give them a script that you know will perform well on the For You page.”

You Are the Director, TikTok Is the Distribution — Hire Creators Just to Act

Traditional influencer marketing bundles three roles: director (script), actor (on-camera talent), and distribution (audience). TikTok unbundles them. A founder who understands the algorithm can write a script, hire a charismatic creator to deliver it, and let TikTok's FYP handle distribution. This means you no longer need to pay for access to an established audience — the platform substitutes for it, dramatically lowering the cost of influencer marketing.