Vimeo is the newest member of TikTok’s Marketing Partner Program.
The company–which spun off from former parent IAC in May, after raising $300 million at a $5.7 billion valuation–joins around 20 other members of the program, all of which are certified partners of TikTok that provide businesses with a variety of technological services related to digital advertising.
Through the partnership, Vimeo’s 200+ million subscribers can now utilize its Create software to make digital ads, and then distribute them directly on TikTok via the shortform video site’s ad manager.
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Vimeo and TikTok also collaborated to “develop exclusive high-performing video Create ad templates optimized for the TikTok platform,” Vimeo says. Marketers are able to drop their assets into these ready-made templates for quick ad creation.
“As small businesses recover and rebuild after a challenging year, TikTok is working on ways to make it easier to reach their community and grow their business,” Melissa Yang, TikTok’s head of ecosystem partnerships, said in a statement. “Our partnership with Vimeo provides small businesses with simple, effective video tools that rival what the biggest brands in the world have access to–and they drive real results.”
During a prelaunch test of the Vimeo x TikTok integration, participating brands were able to double the number of video ads they created and ran in a “short” time span, Vimeo says. They also saw up to 50% higher clickthrough rates compared to previous campaign videos.
Stainless steel kitchenware company Ahimsa Home, for example, created ads with Vimeo and ran them on TikTok for seven days. This netted the company more than 120,000 impressions and more than 700 sales. Another company, family-run candle business NaturalAnnie Essentials, saw a 5.5x increase in conversion during the first two weeks of their trial campaign, compared to other forms of paid digital advertising.
Annya White-Brown, NaturalAnnie Essentials’ CEO, said the integration allows her company to roll out between 30 and 75 video ads per month.
Vimeo, which originally debuted as a potential competitor for YouTube before changing tack to provide turnkey video services, is the first video creation platform to join TikTok’s Marketing Partner Program. TikTok launched the program in September 2020, and said it was designed to foster “new opportunities for marketers to be creative storytellers and meaningfully engage with the TikTok community.”