TikTok's New Creator Marketplace Features Help Brands Find Creators & Measure Their Campaign Performance More Effectively
Source: TikTok
TikTok recently introduced new updates for TikTok Creator Marketplace (TTCM), its branded content platform that is home to over 800,000 creators. The updates include new features and tools that span across creator sourcing, campaign optimization, and campaign reporting.
“TTCM has always enabled brands to identify TikTok communities that are likely to find a creator's branded content relevant, driving stronger follower engagement compared to branded content launched off TTCM,” TikTok said in a blog post.
Here is a breakdown of the updates:
What’s New
Improved Search Capabilities: To improve creator search via keywords, TikTok has now integrated its search capabilities into TTCM.
TTCM Match: A recommendation functionality that automatically generates a list of recommended creators based on a brand's brief and their desired creator persona in under 30 seconds.
Open Application Campaigns: A new campaign type available in the U.S., U.K., Canada, and Australia on an invite-only basis that allows brands to post open campaign opportunities for which creators can proactively apply.
Invite Links: Brands and agencies can invite creators who aren't in TTCM to their campaigns and still have access to key TTCM features such as campaign reporting.
Gaming Anchor: Creators who work with mobile gaming companies can add links to the iOS or Android app stores in their posts, where viewers can download the game.
Comment Anchor: Creators can pin a clickable link to the top of their comments, which directs viewers to a customized landing page.
Improved Campaign Reporting: Brands can access improved campaign reporting, including audience overlap, audience interest distribution, and Spark Ads campaign flight dates.
Easier & Flexible Creator Sourcing
TikTok offers an impressive set of features and tools that further facilitate brand and creator collaborations.
With improved search capabilities, TTCM Match, Open Application Campaigns, and Invite Links, brands can find the right creator partners more easily. They benefit from increased flexibility in how they source creators too. In addition to the standard creator sourcing experience in TTCM, brands have the option to get automated creator recommendations, can have creators proactively apply to campaigns, and can invite creators outside of TTCM to their campaigns.
More Campaign Performance Insight
On the attribution and measurement front, Gaming and Comment Anchors aid creators in driving lower-funnel results like clicks and conversions, while enhancements to campaign reporting provide brands with more insight into the performance of their campaigns. By now, having access to data such as how content is performing with their target audience and how content performs to similar videos, brands can unlock a more in-depth understanding of the value of branded content and how it aligns with their goals.
