TikTok Creator Suitability Report: Strategies and tactics for brands
New research and guidance on how brands can scale creator partnerships responsibly while maintaining brand safety, suitability, authenticity, and audience trust.
Creators are now central to how brands build relevance, trust, and cultural connection. As creator partnerships move from experimentation to core strategy, suitability and alignment have become essential to long-term success.
To help brands navigate this shift, TikTok partnered with the Brand Safety Institute (BSI) to produce the Creator Suitability Report, combining original interviews, survey insights, and a review of industry-leading research to define what drives the most effective creator partnerships today.
Why creator suitability matters
As creator marketing matures, brand and creator reputations increasingly become linked in consumers' minds. This makes suitability a strategic imperative, not just a compliance step.
Our research shows that the strongest programs treat suitability not as a constraint, but as a shared framework that enables creativity, protects trust, and drives performance. When expectations are clear and collaboration is strong, creators are empowered to tell authentic stories that resonate and deliver results.
Creators bring humanity, context, and credibility to modern marketing. But as creator partnerships grow, responsibility and trust become essential. That's why we partnered with the Brand Safety Institute to help brands and creators build authentic, responsible partnerships.
A practical framework for modern creator partnerships
This research provides a practical roadmap for brands, agencies, and creators. It outlines best practices for partner selection, guardrails, vetting, and lifecycle management. Rather than rigid rules, it emphasizes clarity, collaboration, and proportional control, helping brands scale creator partnerships responsibly without sacrificing authenticity.
Our partnership with TikTok reflects a shared commitment to advancing safer, more responsible creator marketing through education, standards, and practical guidance.
Why TikTok is uniquely positioned to lead
TikTok's creator-led ecosystem, combined with deep investments in platform safety, monetization standards, and third-party measurement, gives brands the structure and confidence to scale creator partnerships responsibly.
Through TikTok One, advertisers can discover creators, apply suitability filters, manage workflows, approve content, and measure performance all in one integrated environment.
See the insights. Get the full Story.
Watch the video summary for six key insights from TikTok and BSI leaders.
