TikTok plans to give marketers access to backend performance metrics through its Creator Marketplace.
Per a report from TechCrunch, the platform will, for the first time, give marketing companies partnered with it the ability to see data about audience demographics, growth trends, real-time campaign reporting (that is, how many views, likes, shares, and comments videos are getting), and insights about which videos perform the best.
Partners will be able to export this data to their own analytics applications.
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Brands and marketers that have alpha tested the new data access include DoorDash, Captiv8, Influential, Whalar, and INCA. McDonald’s has plans to use it in the coming months, TechCrunch says.
TikTok has shared some data before: Last year, it partnered with customer experience platform Sprinklr, and allowed that company access to performance metrics and ad targeting data. We don’t know exactly what TikTok shared with Sprinklr, but it’s likely the duo’s data-sharing partnership laid the foundations for what we’re seeing now.
TechCrunch says TikTok doesn’t plan to officially announce the access until later this month. The platform told it that the tech is still being pilot tested.
“Creators are the lifeblood of our platform, and we’re constantly thinking of new ways to make it easy for them to connect and collaborate with brands,” Melissa Yang, TikTok’s head of ecosystem partnerships, said in a statement to marketers (obtained by TechCrunch). “We’re thrilled to be integrating with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way.”