TikTok Launches TikTok Creative Exchange Platform To Help Brands & Creators Connect For Creative Asset Production
Source: TikTok
TikTok launched TikTok Creative Exchange, a new platform to help marketers connect with creative partners for creative asset production.
"We know that finding the right creative vendor to partner with can be challenging, and that creative collaborations aren't always straightforward. TikTok Creative Exchange is a one-stop platform to make the entire creative production process simple and seamless. Through this new platform, we aim to equip advertisers with a suite of tools to speed up the creation of high-performing creative," TikTok said in a press release.
How TikTok Creative Exchange Works
Source: TikTok
Marketers first submit a brief with information about their business and project details, and content details. They are then given a list of recommended partners based on their needs. In cases where they do not select one within 36 hours, the platform will automatically assign one for them.
They then upload any relevant assets to the project such as brand logos, images, videos, and animations and invite collaborators, and assign them a level of access (e.g., Manager, Editor, Commenter).
Marketers can track the progress of the project with the project workflow and a progress bar that organizes tasks based on different statuses.
After creative partners upload their concept for the project, marketers offer feedback or approval so that the creators can proceed with asset production. Similarly, marketers can approve the video asset or request edits when the asset has been created and uploaded by the partner.
When the video is approved, marketers use the Sync To Ads Manager option to upload the asset to their TikTok Ads Manager for paid media amplification.
Lastly, marketers can share performance insights with their creative partner, providing a layer of transparency that often doesn’t exist between brands and creators for these type of initiatives.
Pilot Launch
At this time, TikTok Creative Exchange is available to a limited number of verified advertisers. Advertisers interested in participating in the pilot launch can express interest by contacting their TikTok Account Manager. Advertisers selected for the pilot package will receive two creative concepts, music curated from TikTok's Commercial Music Library, and six to eight creative assets.
Source: TikTok
A New Way to help brands & creators come together
TikTok Exchange Creative offers another valuable platform for marketers and creators. While TikTok Creator Marketplace facilitates more traditional influencer collaborations between brands and creators, TikTok Exchange Creative connects brands with creators to create assets specifically for paid advertising on TikTok.
Working with creators to create assets to be used for paid media amplification isn't anything new, but it is becoming more common with social media platforms, who are recently making it easier for brands to amplify creator content.
TikTok Exchange Creative accelerates this trend.
By surfacing creators who have prior experience creating content for advertising purposes and offering a simple, streamlined workflow to manage projects, TikTok reduces some of the challenges marketers face, such as finding the right creators to create the right content. This is especially important considering that the best-performing ads across TikTok tend to be creator-led and are non-disruptive to the TikTok experience.
Ultimately, TikTok Exchange Creative lowers marketers' barriers to obtaining the content they need to achieve their marketing and business goals. As a result, TikTok increases the likelihood that marketers will invest in its advertising solutions, especially those with limited time and resources.
TikTok expands its presence in the creator economy with the launch of TikTok Exchange Creative and once again finds a way to help brands and creators come together in an equally beneficial way.
