부산대학교 도서관

By Sara Wilson Published on HBR.org / March 11, 2021 / Reprint H068FG Mireya Acierto/Getty Images Last February, I wrote about the phenomenon of how younger audiences are leaving many public-facing social platforms and flocking to smaller, more intimate online destinations. Many of these platforms are relatively new, have different rules of engagement than traditional social platforms, and varying levels of sophistication and readiness when it comes to supporting brand integrations. Brands, for example, have spearheaded some of TikTok's most widely viewed hashtag challenges, resulting in a flurry of what are essentially user-generated commercials, even for brands that don't naturally appeal to young audiences. To date, Roblox has "turned more brands away than you can imagine, " she says, adding that her team decides which brands to allow on the platform by surveying members of the community. [Extracted from the article]