What's happening: Brands selling on TikTok and Instagram can create digital storefronts where customers can directly buy products.

It's all about making more and more videos about the brand, says Tommy Lynch, the founder of TikTok agency partner Cult Content.

• "If you make a hundred videos, one of them is going to go viral, and it'll totally change the business. But that takes a lot of time and effort, and there's a learning curve," he says.
• "The other method would be to find an affiliate" who's passionate about the brand and willing to put the time in to make many videos, he says.
• On TikTok and YouTube, brands can partner with video creator affiliates who earn a commission for touting a product.

"There's a lot of distrust nowadays with traditional pharmaceuticals, and so there's this information-driven, buyer mentality," he says, with customers looking to social media for solutions to their problems.