What TikTok agents and managers look for in new talent as the number of short-form video creators explodes

• TikTok has become a launching-off point for creators aiming to build careers in entertainment.
• Insider asked over a dozen TikTok agents and managers what they look for when seeking new talent.
• Many said they want to work with creators who have proven they can move beyond short-form video.

TikTok has created a new crop of digital stars, with some turning to the app to make a living as a content creator.

But fame on TikTok can be fleeting.

Unlike YouTube or Twitch where creators have loyal subscriber bases that can get notifications when new content goes live, TikTokers are at the mercy of the “For You” page’s algorithm to help them stay in touch with their fans. Industry professionals told Insider that the app’s approach to content discovery makes it more difficult for creators to build deeper connections with followers.