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For Gen Z, Playing an Influencer on TikTok Comes Naturally


Rachel Aaron, a 24-year-old who works in public relations in New York, recently dressed up for a work event at Bloomingdale’s. In the era of “get ready with me” videos on TikTok, it was a golden opportunity to create content.Ms. Aaron, who has just 3,300 followers on TikTok, filmed herself chatting to the camera while selecting a black Skims dress, a blazer and a belt. Her post garnered a few hundred views and some favorable comments like “Slay mamas.” Ms. Aaron is not a major social media star, nor is she a celebrity. At least not yet. But she is part of a generation that is increasingly posting on social media in the manner of …

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