TikTok Adds A New Reporting Feature To TikTok Creator Marketplace To Help Brands Measure The Impact Of Their Campaigns

Photo: TikTok

TikTok’s Creator Marketplace has been around for a few months now and has been a great resource for brands that are looking to find influencers to work with on the popular short-form video app.

Right before the weekend (February 28th), TikTok announced a new update to its “platform for brand and creator collaborations.” In an email to Creator Marketplace users, it announced the launch of a new campaign reporting feature:

“With a new decade underway, what better time to take your TikTok campaign measurement into the future! We are proud to announce an important feature in TikTok Creator Marketplace that will allow you to access robust sporting and insights on your TikTok sponsored content.”

Through the new feature, brands will now be able to see real-time data pertaining to their influencer campaigns and access metrics such views, engagements, engagement rate, and audience breakdown (by top markets, gender, age range, and device)

As explained by TikTok, brands with access to Creator Marketplace can use the feature through the following steps:

• Step 1: Ensure that your hired creators correctly associate their sponsored video(s) with your campaign by disclosing the video(s) as "sponsored" within the TikTok app prior to posting and selecting your campaign from a list of Marketplace inquiries they have received. [Note that if your creators do not post their content correctly, you cannot access your campaign insights.

• Step 2: Click My Activity within your TikTok Creator Marketplace account, then click Campaign Reporting.

• Step 3: Click the Campaign name drop-down and choose the campaign you want to view. You can also perform a lookup by CampaignID or Creator Name (to view all campaigns in which a creator participated). You will see aggregated campaign data on all the following key metrics:

  • Views

  • Engagements (likes, comments, shares)

  • Engagement Rate

  • Audience Breakdown (by top markets, gender, age range, device)

Photo: TikTok

• Step 4 (optional): To access instant campaign efficiency metrics, enter your creator costs at the top of the screen. The tool will automatically generate a report of the campaign's CPV and CPE outcomes.

• Step 5: Click each video under the campaign to analyze video-level data and compare across creators or other distinguishing factors (e.g. messaging, music selections)

• Step 6: To send campaign data to partners or analyze it in a different app, click Export data in the bottom right of any campaign reporting screen and receive data as a CSV.

Insights & Analysis:

Thanks to more creators and brands flocking to the ByteDance-owned platform, influencer marketing campaigns and sponsored collaborations are becoming more frequent on the Gen Z friendly platform. As a result, Creator Marketplace is becoming more and more of a valuable and important tool for brands that run influencer marketing campaigns on TikTok.

While there is still much more that can be built out on Creator Marketplace, the arrival of campaign reporting will be embraced by brands as the new feature pushes Creator Marketplace a step beyond a discovery tool and ultimately helps them to prove the ROI of their influencer marketing efforts.

With the addition of reporting capabilities, brands will have the ability to assess how successful their campaigns are and measure their overall impact. Thanks to metrics such as views and engagements, brands will be able to get a sense of how effective campaigns are in increasing brand awareness (views), whether the content creators are sharing on their behalf is interesting (likes, comments, shares) and how relevant the audience that is seeing that content is compared to their target market (audience breakdown).

Over time, consistent campaign reporting will enable brands to analyze their tactics, adjust their strategies, uncover trends, and set performance benchmarks, all of which are important to long-term influencer marketing success.

Not to mention, since there isn’t currently a TikTok API for platforms to integrate with, Creator Marketplace provides brands with the most accurate reporting method. Right now or at least a few a couple of days ago, all reporting for campaigns had to be self-reported by the creators themselves, which has the potential to lead to inaccuracies.

It’s likely that an API will arrive at some time, but in the meantime, look for TikTok to continue to roll out new features to Creator Marketplace especially if it wants influencer marketing on the platform to increase. Based on the current maturity of TikTok influencer marketing, creator search/discovery and now campaign reporting features are sufficient, but it would be wise for TikTok to build on its reporting features as well as add other features such as contracting and payments directly in the platform.

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