TikTok Launches A Branded Content Toggle To Provide More Transparency For Influencer Marketing Campaigns
Source: TikTok
This week, TikTok announced the official launch of Branded Content toggle, a small but essential feature geared towards marketers and creators.
Help Creators Prominently Disclose Branded Content
Branded Content toggle is a tool for creators to prominently disclose content that is part of a brand endorsement or partnership for which they receive an exchange of value such as cash, product, or an experience.
When the Branded Content toggle is enabled on a post, the tool will automatically add a form of disclosure such as #AD or #sponsored to the video description. In cases where creators have already included text disclosure in the video description, the tool will generate a pop-up notification, prompting creators to turn on the toggle.
The tool is currently available for creators with over 10K followers in select testing regions, but it will roll out more widely down the road. Although some users won't have access to the tool right now, once users gain access, they are expected to use it to disclose all branded content they are sharing on the platform. Additionally, creators are still required to include other forms of disclosure that meet Federal Trade Commission guidelines.
Creators that have access to the Branded Content toggle can turn it on by taking the following steps:
Tap More options on the Post screen, then tap Branded content
Turn the toggle On
Native Tool To Label Branded Content
The launch of the Branded Content toggle adds TikTok to Instagram, Facebook, YouTube, and other social media platforms that support a native tool to help label branded content more clearly to audiences.
Due to the increasing popularity of influencer marketing as a form of advertising and the FTC cracking down more on platforms, brands, and creators who violate disclosure guidelines, there recently has been an increased focus on ensuring proper disclosure is being included for influencer marketing campaigns by all parties.
Platforms Take A More Active Role
Previously, social media platforms played a passive role in influencer marketing, as they mainly provided a channel for campaigns to happen. But, with more money being funneled into the influencer marketing industry and the emergence of the creator economy, platforms like TikTok, Instagram, and Facebook play a more active role as they try to get a slice of the pie. Because of this, these platforms are putting more effort towards supporting influencer marketing on their respective platforms, whether through providing a marketplace for brands and creators to connect or simply rolling out tools to ensure that legal guidelines for influencer marketing are met like the Branded Content toggle.
TikTok Influencer Marketing On The Rise
TikTok, in particular, has seen a rise in influencer marketing activities as short-form video is becoming a preferred way of creating and consuming content. But, this has also led to the platform facing much criticism around a lack of transparency of branded content. As a result, TikTok has launched new policies and tools around branded content in recent weeks. Along with the Branded Content toggle, it quietly announced that it would prohibit branded content for specific categories, including financial services and products.
Opportunity For Branded Content Ads
While the Branded Content toggle is part of TikTok trying to do its part in ensuring that creators are following FTC guidelines and providing transparency to app users, I see the platform eventually building out paid media functionality on top of the tool. Like Instagram's Branded Content Ads, which enables marketers to boost branded content when permitted by creators, I expect TikTok to provide marketers with a similar solution.
By providing marketers with a more streamlined way to amplify branded content, TikTok can significantly increase ad dollars, especially as paid media becomes an integral part of influencer marketing campaigns. However, because TikTok's current paid media offerings aren't as easy to understand or robust as what Instagram and Facebook do, many brands cannot leverage TikTok influencer-generated content for paid media, resulting in many dollars being left on the table.
Regardless of if and when this happens, you can expect TikTok to continue to focus on policies and tools around Branded Content as it shared in a blog post:
"As we continue to launch, expand and develop the availability of the Branded Content toggle, we are committed to helping our community and brands stay safe and informed. We take serious steps to ensure we're fostering a positive experience for everyone on the platform."
Whether you’re a marketer, activating creators or a creator working with brands, staying up to date with TikTok’s branded content policies will be important.
For more social media and influencer marketing news and analysis, connect with me on Twitter, and LinkedIn.
SOURCE: TikTok For Business
