TikTok Launches A Talent Manager Portal For The TikTok Creator Marketplace

Source: TikTok

TikTok has launched the Talent Manager Portal in beta for the TikTok Creator Marketplace (TTCM), allowing talent managers to access and manage a creator’s TTCM account.

They will be able to:

• Accept or decline brand invitations

• Communicate and negotiate with brands

• View deliverable timelines, manage ad authorization, date changes, and cancellation requests

• View analytic reports for posts

How It Works

Creators can grant their talent managers access to their accounts by generating an authorization code through the Creator Tools on their profile and sharing it with their talent managers. The managers can then enter the code via an “Add Creator" button in the TTCM, adding the creator to their roster. Creators can revoke the authorization at any time.

Addressing A Growing Need

The Talent Manager Portal addresses a growing need for a better experience for talent managers. As more creators, regardless of their size, bring on talent managers to scale their businesses, experiences that support the talent manager workflow are becoming critical.

By providing talent managers with a way to act on behalf of their creator clients and manage standard campaign tasks like deal vetting, contracting, and negotiating, TikTok is helping to create a better and more streamlined experience for talent managers and their creators. It allows them to do what creators hired them for and enables creators to focus on the most important aspect of brand collaborations – content creation.

The portal also benefits brands by reducing barriers to partnering with creators through TTCM. Although platforms make it much easier for brands to run their influencer marketing programs, there can be friction when it comes to creators with talent managers since platforms tend to be built primarily for the creator experience.

What To Expect In The Near Future

This year, we can anticipate an increase in support for talent managers across influencer marketing platforms and creator marketplaces as the industry recognizes that the creator experience extends to those who assist in managing their businesses.