TikTok’s creator marketplace is tapping talent managers

TikTok‘s giving talent managers a window into its Creator Marketplace.

The Marketplace launched wide in 2021. It allows brands and marketing agencies to browse through around 800,000 TikTok creators and reach out directly to those they’d like to work with for things like sponsored videos.

TikTok confirmed to TechCrunch that it’s now alpha testing a new portal for talent managers that’ll let said managers oversee any brand deals being offered to their clients.

If a manager’s client wants to take a deal, the portal lets the manager and brand do contract negotiation within the Creator Marketplace. And, once the deal is in progress, they can view reports and feedback being sent to their creator client. They’ll have access to campaign performance metrics, too.

All of this has to be done with a creator’s consent, TechCrunch reports. Talent managers can only log in to the portal with creators’ authorization. They also cannot use the portal to log in to their clients’ TikTok accounts; those are secured separately.

The portal is currently being tested with several talent organizations, TikTok told TechCrunch. It did not name the organizations or say how long the testing period could go on before the portal is launched to a larger user base.