TikTok Brings Its ‘Creator Marketplace’ Out Of Beta To Help Orchestrate Brand Deals

TikTok hosted a first-of-its-kind, invite-only, virtual ad event dubbed TikTok World last night, where it unveiled and reiterated its full suite of tools to make marketing more creative, effective, and safe across the platform.

Chief among these is a tool to connect TikTok creators with brands for sponsored content. The TikTok Creator Marketplace — not unlike YouTube’s BrandConnect tool — enables advertisers to search through a creator database to invite TikTokers to collaborate, and then view insights on any ensuing campaigns. At present, TikTok says there are 10,000 creators from over 10 countries and regions on the platform.

Advertisers can peruse the creator database via region, topic, reach, average views, audience region, and other vectors. And the platform enables marketers to track the entire process from collaboration invitation to ad creation and review to posting, with a reporting tool at the conclusion of the campaign that measures gender, age, and video views — as well as the ability to compare how different creators performed within a campaign.

TikTok, which just announced that it has 1 billion monthly active users, first unveiled the Creator Marketplace in beta in Sept. 2019, and now notes that creator videos can be twice as effective as non-native promotional content.

The company highlighted other tools at TikTok World. On the safety front, it noted an Inventory Filter tool that gives advertisers more control over where they’d like to run their ads — likely in a bid to avoid any Adpocalypse-related concerns.

And finally, the company turned a spotlight on TikTok Shopping, a suite of features and advertising tools including full or partial commerce experiences on TikTok (partial tools help brands who work with third party commerce partners like Shopify or Square). TikTok Shopping allows brands to highlight products in organic TikTok videos with links to product detail pages, and host live shopping events with dynamic links, the company said.