Have you ever found yourself scrolling through TikTok, captivated by the creative and engaging content that floods your feed? From hilarious skits to mesmerizing dances, TikTok has become a powerhouse of creativity and entertainment.
But did you know that TikTok offers a unique opportunity for brands and creators to collaborate and create impactful campaigns? Because until before, advertising through TikTok meant only two options- connecting with TikTokers for brand advertising, navigating complex negotiations, or relying solely on their own content.
However, with TikTok Creator Marketplace launched in 2021, brands and talented content creators could connect easily and unlock the full potential of TikTok's creative landscape, which is what we are going to discuss in this blog.
We will explore not only what the TikTok Creator Marketplace is and what it offers but also the effective ways of using it to expand your reach and monetize your content.
What Is TikTok Creator Marketplace
Having over 100,000 TikTok creators on the TikTok Creator Marketplace, it is the official collaboration platform for both brands and creators, bridging their gap through campaigns.
Considering both can create high-quality creative content besides monetizing their TikTok following and engagement, this virtual meeting point is basically a win-win for both brands and creators. It helps brands easily find the right creators, bloggers, and influencers they want to collaborate with. For creators, on the other hand, it's a place of collaborating with their desired brands that provide opportunities for monetization, brand exposure, and building their personal brand.
Sounds pretty direct and easy, doesn’t it?
Besides, you can browse through creators by location and category and even access their analytics based on reach, engagement, views, demographics, and more. The payment here is secure, where creators have the flexibility of negotiating their terms and conditions, which can be up to even $100,000 depending on their following, engagement, and conversion rates.
Know more about TikTok Analytics Defined For Brands & Marketers
How To Use TikTok Creator Marketplace
Now that we know what TikTok Creator Marketplace is all about, let’s look at some of the ways of effectively using the platform that you can further capitalize on.
Step 1: Meeting the Eligibility Requirements
Being a dynamic platform for both brands and creators, TikTok Creator Marketplace has some eligibility requirements that must be met before setting up a profile. If you are a brand or a creator searching for the same, look up and close to know the specifics of the eligibility requirements below.
For brands, the requirements may include:
- Having a registered business or brand presence.
- Complying with TikTok's community guidelines and advertising policies.
- Adhering to any specific criteria or restrictions outlined by the TikTok Creator Marketplace.
- Be clear about the marketing objectives for the desired results.
- Choose the targeted audience.
- Determine the type of creator they want to work with.
As a creator, you must also meet specific eligibility requirements to participate in the TikTok Creator Marketplace. These requirements may include:
- Having a personal TikTok account.
- Having a minimum follower count of more than 100k followers on TikTok.
- Being of age 18 years or above.
- Demonstrating consistent and high-quality content creation on the platform with at least 3 videos posted in the last 28 days.
- Having more than 100k video likes in the last 28 days.
- Owning content that must be original to the owner.
- Being located in any country on Tiktok’s terms and condition list.
The TikTok Creator Marketplace platform can be accessed with or without an invitation, but in either case, the above requirements must be met. After this, the application is reviewed and notified to the applicant. Those who don’t pass initially can re-apply after 30 days.
Step 2: Setting Up Your TikTok Creator Marketplace Profile
Once you meet the eligibility requirements, it's time to set up your TikTok Creator Marketplace profile. A well-optimized profile can help content creators, and brands showcase their identity and collaboration opportunities. Here’s how it works.
- Ensure you have a TikTok Ads Manager account.
- Add your name, business email address, phone number, and other necessary information.
- Acknowledge the verification link you get from TikTok.
- Verify your business.
- Set up your profile picture, add your business description, and link your account with your business social media pages.
- Use the creator filter to search for creators.
- Determine their audience and the type of content posted by them.
Once you have met the eligibility requirements and are ready to utilize the TikTok Creator Marketplace as a creator, it's important to set up your profile effectively to attract brands and showcase your unique talents.
- Sign in using your TikTok account credentials. If you don't have a TikTok account, create one.
- Ensure that your profile information is accurate, up-to-date.
- Add a professional profile picture that represents your personal brand or content niche.
- Introduce yourself in the bio section and capture the attention of brands and potential collaborators.
- Highlight your unique skills, expertise, and interests to make a strong impression.
- Choose high-engagement videos that demonstrate your creativity and storytelling ability as a creator.
- Ensure that your contact information is easily accessible in your profile.
Step 3: Exploring And Understanding Campaign Requirements
Once you have set up your profile on the TikTok Creator Marketplace, it's time to explore the available brand campaigns and understand their requirements. This step is crucial in finding the right collaborations and ensuring that whatever content is created in the future aligns with the brand's expectations. Here's how to effectively explore and understand campaign requirements:
Navigate to the "Campaigns" or "Explore" section within the TikTok Creator Marketplace platform. This section will provide you with a list of available brand campaigns seeking content creators.
- If you want to add a pre-shortlisted creator, you can do that as well. Either Click on “Invite to campaign” or “Add to Shortlist” by visiting their profiles on TikTok Creator Marketplace.
- Then you need to fill in the campaign form, which consists of “ Objectives,” “Campaign Details,” “Deliverables,” “Payment,” and “Confirmation.”
- Similar to Ads Manager campaigns, you can click on individual campaigns to access the campaign details. Pay attention to the campaign objectives stated in the brief on whether to increase brand awareness, drive product sales, or promote a specific message.
- Next is all about the creative brief. From the “Campaign Details” section, you need to provide your contact details and then go ahead with the campaign dates, product description, and campaign description.
- In the “Deliverables” section, you can provide detailed direction and guidelines for your campaign to ensure the creator understands the assignment and intention, such as the number of videos, duration, or specific actions required (e.g., using a brand's product in a video).
- The “Payment” section is about negotiations or incentives the brand offers for participating in the campaign before it is confirmed. It's vital to assess whether the compensation aligns with both the brand and the creator's expectations required for the collaboration.
- Once the creators accept your price, everything is a matter of agreement. Discuss the collaboration details, review the creator's video ideas for the campaign, and you’re all set!
You can make informed decisions about the collaborations to pursue by thoroughly exploring and understanding campaign requirements. This will help you create compelling content that resonates with the brand and maximizes the impact of your collaboration.
Step 4: Explore TikTok Creator Marketplace New Features
The TikTok Creator Marketplace constantly evolves and introduces new features to enhance the collaboration experience between creators and brands.
By staying updated with these new features, you can leverage the latest tools and opportunities to take your brand collaborations to the next level. Let's see some of the new additions to the suite of features that TikTok has introduced that allow brands to navigate this platform even better.
TTCM Match: TTCM Match is an improved feature that focuses on enhancing the relevancy of brand-creator collaborations. It utilizes advanced algorithms and data analysis to automatically generate lists of creators based on a brand’s creative brief in under 30 seconds and create an ideal creator persona. This feature ensures that approval consensus increases by 2x compared to human-generated lists.
Improved Relevancy: TikTok Creator Marketplace has further integrated TikTok's search capability to improve TTCM keyword search to ensure better relevancy in matching brands with creators. This also includes data integration from TikTok Ads Manager into TTCM for better insight into a brand's paid campaign p erformance, resulting in more authentic and impactful collaborations.
Open Application Campaigns: TTCM now allows brands to create open application campaigns. It will soon be available in the U.S., U.K., Canada, and Australia through invite-only, allowing brands to post campaign briefs for submission from interested creators. Open application campaigns provide a broader opportunity for creators to showcase their creativity and enable brands to discover new talent and fresh perspectives.
Invite Links: TTCM has introduced invite links and other TTCM features, including campaign reporting, anchor, and more, without having to complete every step within the platform, simplifying the process of inviting creators to collaborate on specific campaigns. The invite links feature allows brands to invite any creator to collaborate, even if they haven't signed up on TTCM. This feature enables efficient collaboration and eliminates the need for lengthy email exchanges or manual connection requests.
TTCM Gaming Anchor: TikTok recognizes the growing popularity of gaming content and has introduced TTCM Gaming Anchor. This feature focuses on matching gaming brands with creators specializing in gaming content. The creators can add links to their posts that direct to an in-app landing page, either Android or iOS, from where users can download the app. This activates full-funnel marketing campaigns, makes branded content more actionable, and drives conversions.
TTCM Comment Anchor: TikTok also introduced Comment Anchor, a feature designed to allow creators to add a clickable link at the top of the comments for viewers to learn more about the advertised product or service. With the comment anchor enabled, it enhances the overall engagement and drives click-throughs for any branded video and interactivity of the campaign.
Improved Campaign Reporting: TTCM has enhanced its post-campaign insights more than ever, with campaign reporting capabilities and performance metrics like audience overlap, audience interest distribution, Spark Ads campaign dates, and more. Brands can now access new content metrics and comprehensive data on campaign reach, engagement, conversion rates, and other key performance indicators.
Improved Monetization Opportunities: Tiktok is literally big on monetization opportunities! Creator Marketplace not only provides opportunities for creators to collaborate with brands but also offers various avenues for monetization. These can be through:
Brand Partnerships and Sponsored Content
Live streaming and Virtual Gifting
TikTok Creator Fund
Merchandise and E-commerce
Fan Donations and Subscriptions
Branded Hashtag Challenges
Creator Marketplace Plus
Besides these diverse offerings of monetization available to you as creators, TikTok has introduced a new feature called “Series.” This new feature not only allows you to raise your brand and content value but also boosts your monetization goals on the platform.
It allows creators to charge a set price for premium, informative content access. They can upload as many as 80 videos, up to 20 minutes each, on TikTok.com/series, with an option to include a free introductory video post which they can set the listing price between $0.99 and $189.99 USD. After this Series goes through a safety review, the audience can purchase it via a video link or directly from the creator’s profile.
It’s a great feature as the followers can directly access the entire catalog of Series, including content description, price, and length, and purchase it as per requirement.
By now, you must have understood that these new TikTok Creator Marketplace features are worth exploring, whether as a brand or creator. It not only makes your content worth it but also diversifies your revenue streams to build a sustainable collaboration on the platform.
Step 5: Collaborate And Create Engaging Content
Once you have established your presence and tried the new features TikTok Creator Marketplace has to offer, it's time to create some of the best content. What's trending and classic? Select collaborations carefully that align with your content style, values, and audience.
Since 35% of users discover brands, products, and services from TikTok creators, leverage the platform to create content that uses storytelling techniques to captivate the audience and deliver the brand's message effectively. Basically, it's about showcasing the brand organically within the content, demonstrating its benefits, or incorporating it seamlessly into the story.
TikTok is always on the move, so staying current and updated is important for maximum engagement. Consider the attention span of TikTok users and create concise and impactful videos. Experiment with different video lengths and formats (e.g., tutorials, behind-the-scenes, storytelling) to keep your content diverse and engaging.
For example, check out this collaboration between Khaby Lame, the second-most followed personality on TikTok, and the renowned fashion brand Hugo Boss. Aimed at Gen Z and millennial audiences, the brand’s objective was to increase its $3.1 billion revenue to $4.5 billion through a dramatic rebrand which gained almost 6 million views in less than two weeks.
@boss We can all learn a thing or two from #KhabyLame: go backstage at our #BeYourOwnBOSS shoot 📷 @khaby.lame ♬ original sound - BOSS
And while you are exploring and taking inspiration from different avenues of versatile content, don’t skip monitoring your current one.
TCM provides detailed analytics on campaign performance, including engagement and audience reporting to monitor the performance of your content for improvement.
Examining these metrics will help you refine your content strategy over time.
Wrapping It Up
And there you have it—the TikTok Creator Marketplace demystified! Undoubtedly, the TikTok Creator Marketplace is an incredible platform to connect and work with some of the best creators on a global scale. Besides, it's easy to access platform, and valuable data helps both vetted and experienced brands and creators to collaborate and benefit.
So, whether you're a brand or a creator seeking exciting collaborations and brand partnerships, the TikTok Creator Marketplace is your gateway to success. It opens doors to a world of creativity, authenticity, and boundless possibilities.
And while you are at it, if you are looking to manage your TikTok presence without much hassle, Statusbrew can guide you through. Its intuitive dashboard not only helps you schedule and publish your posts at your desired time but track your performance as well.
Schedule a FREE Demo, put out tools to the test, and leave the rest to Statusbrew!