TikTok Provides Insights into Moderation Process for the TikTok Creator Marketplace and Dispels Branded Content Toggle Myths
Source: TikTok
TikTok has recently updated its Creator Portal, providing valuable insights into its moderation process for the TikTok Creator Marketplace (TTCM) and dispelling common myths surrounding TTCM and branded content.
As part of the updated campaign workflow, creators who upload their videos to TTCM undergo a multi-layered content review process. Initially, the Trust and Safety team verifies that the content adheres to the Community Guidelines. Following that, the Monetization Integrity team reviews the video to ensure it aligns with the Branded Content Policy. If a creator's video doesn't pass moderation, both the creator and the brand are promptly notified, accompanied by a detailed explanation. This allows the creator to make necessary revisions and upload a video that complies with the guidelines and policies.
By conducting moderation earlier in the process, creators and their brand partners gain insights into any potential issues and can address them well before the video goes live. This significant improvement aims to prevent previous scenarios where creators would publish sponsored content, accumulate hundreds of thousands of views, only to have it taken down later due to TikTok flagging it for violating guidelines or policies. In such cases, creators often reposted the content or made adjustments, resulting in reduced performance or delays, which is far from ideal. With the implementation of this unique moderation process, creators who pass moderation can now have peace of mind, knowing that their videos are less likely to be taken down and that they can avoid any associated negative impact.
Addressing the myths, TikTok confirms that joining TTCM has no impact on creators' organic video performance. The company acknowledges that fluctuations in viewership between organic and sponsored content are normal and can occur due to various factors. Also, TikTok says the use of the Branded Content Toggle, the required tool for disclosing sponsored content, does not affect the performance of videos. Its sole purpose is to enable creators to easily and transparently disclose their sponsored content.
Source: TikTok
The clarification provided by TikTok is a welcome step, especially regarding the concerns surrounding the use of the Branded Content Toggle. Many creators and marketers have expressed beliefs that the tool limits the reach and performance of their videos, prompting them to search for alternative methods of disclosing sponsored content. By debunking this myth, TikTok aims to increase creators' and brands' confidence in using the Branded Content Toggle, not only to comply with guidelines and policies but also to maintain trust with their viewers. Additionally, this clarification allows creators and brands to explore other potential reasons for variations in the performance of sponsored content, as the use of the Branded Content Toggle can no longer be considered a contributing factor.
TikTok's update reflects the ongoing trend of platforms providing transparency into their moderation processes and dispelling common myths. Instagram has also taken steps to address the frequently discussed issue of “shadowbanning” and has clarified the factors that do and do not impact content performance.
