TikTok One: Your all-in-one creative platform for successful creator marketing

At TikTok, we want advertisers to create ads that feel TikTok-first. Content should be entertaining, built for the platform, and aligned with how people watch and engage. When creative fits the platform experience, it's better for viewers and better for business. And audiences are telling us exactly what they want more of. In a recent APAC white paper with Accenture, 76% of consumers said they want brands to post more authentic content, while 9 in 10 said authentic content is likely to influence a purchase decision.¹

We introduced TikTok One to bring TikTok's Creative Solutions into a single place. Now, in its third year, TikTok One has evolved with smarter tools shaped by TikTok-first insights and built on a deeper understanding of what you need to drive performance. It's a more powerful, all-in-one creative platform that brings creator discovery, collaboration options, and insights together.

After launching in 2024 and migrating key experiences like Creator Marketplace and Partner Exchange (formerly TikTok Creative Exchange), we've continued upgrading the platform with new tools and fresh updates.

Now, we are introducing Creator AI Search, a new AI-powered search solution that makes it easier to find, source, and shortlist the right creators for your next campaign. It's built to surface creators who align with what you're trying to achieve, and it provides clearer, data-informed signals around creator fit and past partnership performance, so you can feel more confident in your choices.

Plus, the upgraded Partner Exchange makes it easy to connect with TikTok's network of trusted partners who specialize in managed creator marketing services, helping you scale creator programs with expert support.

These updates make it easier to get closer to your audience, understand the conversation around your brand on TikTok, and build creative that drives results.

Keep reading to see what TikTok One has to offer.

Find the right creators faster with Creator AI Search and Partner Exchange

When it's time to bring your campaign to life, TikTok One connects you with the right people who know how to make content that performs, whether that's creators, trusted partners, or both.

Creator Marketplace

Whether you're looking for one-of-a-kind creator content or ready-to-run ads at scale, TikTok One's Creator Marketplace is your go-to place for building standout creator campaigns on TikTok. As the official platform for brand-creator collaboration, it streamlines the entire production process, from creator discovery to campaign delivery.

And with TikTok One Creator Marketplace APIs, partners can tap into the platform's most powerful features from their preferred workstreams, including:

• Smarter creator discovery: Use advanced filters, curated highlights, or open casting calls to find creators who align with your goals, whether you want trendsetters or top performers.

• Flexible campaign workflows: Run custom creator campaigns or launch scaled campaigns with automated briefing, approvals, and post-promotion management.

• Advanced reporting and insights: Track performance across organic and paid creator content with unified analytics and recommendations.

• Spark Ads recommendations: Instantly identify and promote organic content to paid ads to scale content for performance results.

Creator AI Search

Creator AI Search is a smarter way to discover creators on TikTok. Instead of starting with keywords alone, you can start with natural language. Paste in your campaign brief or describe what you are looking for in your own words, and TikTok One uses AI to interpret your request and return a curated set of creators who match.

The tool also guides you with prompts to help shape and refine your search, so it feels more like building from a brief than filtering through a database. It is designed to help you build stronger shortlists with less guesswork, using clear signals like content quality, reach, and what has worked well in past brand partnerships.

What you can do with Creator AI Search:

• Paste in your campaign brief and get a curated shortlist: Start with what you already have, then get a list of up to 200 creators back in seconds. The tool provides helpful prompts, and you can access past searches and templates to get started faster.

• Real-time "thinking" transparency: After you submit a campaign brief, the AI displays its real-time "thinking process," breaking down its workflow into understandable steps. You can also see exactly how the system interprets your brief and the criteria it uses to find creators, giving you confidence in the results.

• Refine your list with Like, Dislike, and Generate Similar buttons: Keep the creators you like or filter out the ones that aren't a fit with Like and Dislike buttons on each creator card, providing feedback to the system. Then use the Generate Similar button to refresh the list to explore new options that better match what you are looking for.

• Invite creators right away: From the list, you can add creators to a Shortlist or Invite to Campaign.

Partner Exchange

Partner Exchange connects you with TikTok-approved creative partners who know how to make authentic TikTok content that performs.

It's built for fast, reliable production, whether you need a few standout assets or a steady flow of new creative for always-on campaigns.

• Creative expertise from pros with a track record of creating high-performing videos.

• A steady flow of creative ideas to help you scale content and keep things fresh.

• Support for both branded content and creative ads.

• Full production support. Partners can take the lead on everything, which means minimal additional work for an advertiser's team.

Partner Exchange also features an updated partner brief, giving advertisers more control over how projects are defined, including clearer requirements and creator preferences.

Find brand-relevant content with Content Suite

With TikTok One's Content Suite, brands can find brand-relevant content posted by creators and then boost those posts as Spark Ads. This makes it easier than ever for marketers to build their TikTok creator content portfolio without putting in extra time or budget.

And given the impact of TikTok creator marketing, brands will want to run more creator content. For our North American clients, TikTok One creator content boosted with Spark Ads drove a 159% higher engagement rate than non-creator content posted in the TikTok Ads Manager, even though the CPM was the same for both types.[2]And once a marketer chooses which creator videos they want to boost, those videos will sync automatically with TikTok Ads Manager. No hassle.

With Content Suite, marketers can:

• Find native TikToks about a brand, already pre-filtered for ad eligibility and ranked by ad potential.

• Get approval for 365 days of ad usage with one-click creator invitations.

• Choose from ready-to-use authorized videos for immediate Spark activation via TikTok Ads Manager.

Availability on TikTok One: Global Beta. For beta access, reach out to your TikTok rep.

Learn more about Content Suite here.

Meet the new TikTok One

TikTok One has entered its next chapter—refreshed for what creator marketing looks like now. It's a smarter platform designed to make creator marketing feel simpler and built to help you bring campaigns to life.

From discovering creators to choosing the right partners to tracking what's working, TikTok One helps you stay focused on what matters most: making TikTok-first creative that people actually want to watch. And as you build, you stay in control. You choose how to work, what success looks like, and which direction to take next, with clearer signals and performance insights to guide your decisions.

Ready to see what's new? Check out TikTok One and start creating stand-out content today.

Sources:

1. Authenticity in APAC Research by Accenture Song (n=1000 — ID, TH, VN, JP, and AU, 2025

2. TikTok Data Science internal analysis of TikTok One creator content posted February 2024-January 2025; North America results