TikTok Adds New Creator Discovery Features For TikTok Creator Marketplace

Source: TikTok

TikTok added new creator discovery features for the TikTok Creator Marketplace.

TikTok added TikTok Match, which provides brands with an automatically AI-generated list of recommended creators based on the creative brief they enter while setting up a campaign.

Additionally, it added new filters to search for creators, such as engagement rate, brand experience, and follower growth. This gives brands access to data about content engagement. It also allows brands to see whether creators have experience working with brands and whether the creator has seen explosive follower growth in the past 14 days.

Finding the right creators to partner with on branded content can be time-consuming and challenging for marketers, especially when working with creators for the first time. Providing marketers with a list of recommended creators based on their needs can help speed up and simplify the process of branded content creation. It also empowers more brands to collaborate with creators even if they lack the necessary people resources.

TikTok Match also foreshadows where influencer marketing is heading — a more data-backed and AI-powered approach to identifying and selecting creators for campaigns. Whether working with influencer marketing platforms and agencies or running influencer marketing in-house, finding the right creators for a campaign is relatively subjective and requires a human approach.

As more brands want to ensure they achieve their desired ROI when working with creators, platforms and creator marketplaces will automatically surface creators who are the best fit. This will help speed up campaign workflows so that brands can activate creators more quickly and spend more time on aspects that can't be automated, such as program strategy and creator relationship building.