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Why Micro-Influencers Are the Risk-Free Way for Your Business to Take Advantage of TikTok Even with the platform's uncertain future in the U.S., it's still a good idea to work with micro-influencers on what remains a social media powerhouse.

By John Boitnott

Opinions expressed by Entrepreneur contributors are their own.

TikTok is commonly thought of as nothing more than Gen Z's favorite platform for madcap entertainment and is certainly a hypnotizing way to follow the latest trends. But the truth is that as its popularity has expanded, so have its uses, dramatically so in fact.

With more than a billion active users globally, the social media giant has been a veritable windfall for businesses, amplifying the reach of titans like the NBA, Netflix and Chipotle.

And, thanks to TikTok's innate potential for virality, it has also ushered in the success of countless smaller companies — and from expanded brand awareness to heightened consumer engagement, there are several reasons to include it in a content marketing strategy.

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