Feb. 8, 2024, 2 p.m. | Mia Sato

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Photo by Jean Chung / Getty Images

TikTok isn’t just a place to offload your celebrity opinions, give strangers a complete home tour, or share a DIY hack. Each video — at least in TikTok’s view — is also a possible advertisement.


As I was scrolling through my feed this week, a video from an account I don’t follow popped up discussing actor Hunter Schafer’s Grammys afterparty outfit. The account has a modest 43,000 followers, and the video has less …

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