TikTok World: Introducing Updates to TikTok Creator Marketplace

TikTok Creator Marketplace (TTCM) is the official platform for brand and creator collaborations on TikTok, allowing brands and agencies to connect with over 800,000 qualified creators across the globe. For brands and agencies, the Creator Marketplace enables instant and easy access to a diverse variety of creators, to deliver high-performing campaigns based on your brief.

TikTok Creator Marketplace streamlines the entire end-to-end campaign process all in one platform, enabling brands to easily and quickly source the right creators, activate creators at scale, and measure and optimize campaign performance.

TTCM has always enabled brands to identify TikTok communities that are likely to find a creator's branded content relevant, driving stronger follower engagement compared to branded content launched off TTCM. With the new updates to TTCM, we are deepening brand, creator and community connections like never before. Let's explore how these new features work together to bring creator and brand partnerships to life.

Source the right creators

• Improved relevancy: We are integrating TikTok's search capability into TTCM to improve TTCM keyword search, making it even easier to find the right creators to work with for branded content. We're also integrating more data from TikTok Ads Manager into TTCM, fully embedding a brand's paid campaign performance and audience insights into the TTCM search functionality to provide better creator matching results.

• TTCM Match: New recommendation functionality that automatically generates lists of creators based on a brand’s creative brief and ideal creator persona. TTCM Match saves time by delivering custom lists of creators in under 30 seconds and increases approval consensus by up to 2x compared to human-generated lists.

• Open Application Campaigns: Open Application Campaigns will be available soon in the U.S., U.K, Canada and Australia by invite-only, allowing brands to post the details of an upcoming campaign to TikTok Creator Marketplace for creators to proactively apply. Advertisers then receive a shortlist of interested creator applicants with pitches for easy collaboration.

Activate collaborations at scale

• Invite Links: TTCM advertisers can gain access to TTCM features, including campaign reporting, Anchor, and more, without having to complete every step within the platform. Additionally, Invite Links gives advertisers the ability to invite any creator to collaborate, even if the creator has not officially signed up for TTCM. Invite Links gives advertisers the flexibility and customization needed to effectively execute their creator marketing initiatives on TikTok, while still gaining access to TTCM's most valuable features.

Measure and optimize your ROI

• TTCM Gaming Anchor: A feature for mobile gaming clients to partner with creators. Creators can add links to their posts that direct to an in-app landing page where users can click through to the iOS or Android app store to download the app. A clickable link in creator post directing users to download the game activates full-funnel marketing campaignsby making branded content more actionable and providing measurable conversions of creator-led campaigns.

• TTCM Comment Anchor: Allows creators to add and pin a clickable link at the top of comments for users to learn more about the product or service in the video. All of this means that you can see how organic content drives click-throughs for any branded video with Comment Anchor enabled.

• Improved campaign reporting: The Creator Marketplace now delivers more powerful post-campaign insights than ever, allowing you to gain deeper insights into your creator marketing performance, with metrics like audience overlap, audience interest distribution, Spark Ads campaign dates, and more. Marketers can now find new branded content metrics aimed at helping to answer four key questions to optimise their creative performance:

  • Who is the core audience with whom the video or campaign is performing well?

  • How engaged is the audience?

  • When did the video receive paid media support?

  • How is the video performing relative to similar videos?

Availability: TikTok Creator Marketplace is available now to advertisers in the following regions: GB, DE, FR, IL, IT, ES, BR, EG, TR, SA, AE, US, CA, AU, ID, VN, TH, PH, MY, SG, TW, KR, JP.