Alexis Kestler
Since launching globally in 2018, TikTok has seen meteoric growth to become one of the most popular social platforms in the world. As of January 2023, TikTok boasts over 1.5 billion monthly active users worldwide spanning ages 16-44, with Gen Z users aged 13-17 making up an estimated 32.5% of that figure according to Business of Apps.
With access to this massive, youthful audience, it‘s no wonder that brands are flocking to run influencer marketing campaigns on TikTok. The platform streamlined these opportunities for collaboration by launching the TikTok Creator Marketplace (TCM).
Defining the TikTok Creator Marketplace
The TikTok Creator Marketplace functions similarly to platforms like Instagram‘s Branded Content Ads, connecting brands with influential creators for sponsored content partnerships.
It was designed specifically to make it easier for:
- Brands to discover, vet and collaborate with authentic TikTok creators that align with their niche and campaign goals.
- Top creators on TikTok to monetize their highly-engaged audiences by working with brands on creative content and getting rewarded.
Campaign formats available include TikTok videos, LIVEs, Hashtag Challenges and more.
Who Can Join the TikTok Creator Marketplace?
The TCM sets precise eligibility standards for both brands and influencers looking to participate:
Brand Eligibility Requirements:
- Have an existing TikTok ad account or create a new one
- Be located in one of the following 24 regions where TCM is currently available: U.S., UK, France, Germany, Italy, Poland, Australia, New Zealand, Japan, Spain, Mexico, Brazil, Argentina, Colombia, Chile, Peru, India, Thailand, Malaysia, Philippines, Singapore, Indonesia, United Arab Emirates and Saudi Arabia.
Creator Eligibility Requirements:
- Maintain a personal TikTok account
- Be 18 years old or older
- Reside in a TCM supported region
- Have at least 10,000 authentic TikTok followers
- Post a minimum of 3 videos in the previous 28 days
- Earn 100,000+ video likes in the previous 28 days
Additionally, TikTok‘s internal teams proactively vet and invite qualified creators with exceptionally high engagement and compelling content. Those who meet the criteria can also apply to join TCM directly.
5 Major Benefits of Partnering Through TikTok’s Creator Marketplace
Over 500,000 elite creators have joined TCM to date. Let‘s analyze some of the core advantages:
1. Access Top Creators in Any Location or Niche
One major pain point for brands is actually finding and vetting relevant TikTok influencers at scale. TCM makes that process seamless by enabling brands to search for creators based on filters like:
- Location – find creators by country/region
- Niche/vertical
- Content themes and topics
- Number of followers
- Average views
- Engagement rates
- And more
You can even search for particular influencers directly if you already have creators in mind. This gives brands direct access to top talent all over the world.
2. Expand Brand Awareness Through Engaging Content
Well-produced branded content helps boost brand awareness by associating your product or service with entertaining videos that audiences actively enjoy watching.
And that branded content carries even more weight coming from creators who have built authority and trust in your niche.
TCM facilitated 12 billion views of branded content within its first year. The awareness gains are immense.
3. Evaluate Creators Based on Performance Data
Which influencer partnerships will generate the highest ROI? Identifying that requires digging into audience demographics and how well creators have performed on key content metrics.
TCM creator profiles provide rich performance data including:
- Detailed audience demographics – followers‘ age, gender, location distribution
- Historical campaign history and client reviews
- Content analytics – views, comments, shares and engagement rates across recent posts
With these insights, brands can zero in on ideal creator partners purpose-built for their campaigns.
4. Measure Campaign Impact Through Robust Analytics
Once you launch an influencer marketing campaign through TCM, the platform provides in-depth analytics so you can track and optimize performance.
Analyze metrics like:
- Total users reached – scale campaign for max impressions
- Engagement rates – assess audience resonance with messaging
- Traffic referred to brand assets e.g. website, app – correlate campaign to direct business impact
- Audience demographic data – confirm campaign hit target demographic
These learnings prove campaign ROI and inform future influencer partnerships.
5. Seamless Account Set-Up and Management
- Brand accounts take just minutes to create and qualify for access
- Intuitive campaign launching, creator vetting and partnership management
- Streamlined payment infrastructure – no need to pay creators individually
By removing typical influencer marketing friction through an all-in-one platform built for scalability, TCM makes activation easy.
According to insights shared by TikTok, the most successful brand partners using TCM have increased website traffic by an average of 147%.
Limitations and Considerations When Using TCM
While TCM brings significant advantages, it isn‘t a fit for every brand‘s influencer marketing needs. Below are key limitations to factor:
1. Micro and Nano-Influencers Not Supported
The platform‘s follower requirements filter out smaller creators. However, data shows that 90% of marketers actually prefer working with micro and nano-influencers over celebrities.
Micro-influencers drive higher engagement and conversions at lower cost. So brands that rely on them cannot use TCM currently.
2. High Cost for Mass Awareness Campaigns
Top creators rightfully charge premium rates, especially for exclusive partnerships. While worthwhile for some, mass influencer campaigns with 20+ mid-tier creators may not be cost-feasible for many brands through TCM.
3. each Campaign Can Feature Up to 5 Creators
If aiming to run large-scale campaigns with diverse creator representation, that‘s challenging through TCM when capped at just 5 partners per campaign. Additional workflow is required to manage separation.
Step-By-Step Instructions: How Brands Use The TikTok Creator Marketplace
Ready to explore TCM‘s capabilities further and potentially kickstart a pilot campaign? Here is a step-by-step walkthrough:
Step 1: Build Your TCM Brand Profile
Sign-up takes just minutes after which you‘ll fill out your company name, ad accounts connected to TikTok, category, contact info and more.
Take this opportunity to craft an "About" section that clearly aligns your brand with creators best suited to partner.
Step 2: Set Campaign Parameters Like Budget, Timeline and Content Formats
Define exactly what assets you need from creators, from 15-60 second videos to LIVEs or hashtag challenges. Having clear deliverables makes it more likely creators will apply.
Factor in adequate budget for top-tier talent and your overall campaign duration. Highlight any peak timing like product launches.
Step 3: Use Filters to Discover Relevant Creators
Leverage filters like followers, average views and country along with search to find creators that create content around your niche. Analyze historical posts and engagement analytics.
Step 4: Curate a List of Ideal Creators
Dig deeper into 5-10 standout creators by reviewing audience demographics and historical campaign work and performance.
Look for creators that actively post about products/services like yours with high engagement and conversion potential.
Step 5: Invite Creators by Sharing Campaign Briefs
Send your campaign brief to creators that look like the best fit highlighting goals, timelines and compensation details. Manage responses and negotiate pricing for agreements.
Step 6: Track Performance and Optimize
Once launched, monitor analytics dashboards for performance benchmarks, demographic distribution, overall campaign reach and engagement rates.
Feed learnings back into creator partnerships and content strategy for continual optimization.
While getting started takes some upfront effort, thousands of brands have leveraged TCM and are now building authentic relationships with creators through captivating storytelling.
Ainfluencer – The Leading TikTok Influencer Marketplace Alternative
For SMBs and brands focused on micro and mid-tier influencer campaigns, Ainfluencer makes an ideal alternative to unlock creativity from a broader range of creators.
Ainfluencer is the largest influencer marketplace featuring over 500,000 opt-in creators from TikTok, Instagram and more. Both brands and creators can join for free.
Benefits include:
👉 Discover Affordable Creators
Ainfluencer allows creators of all sizes to join – not just top celebrities. This allows easy discovery of micro and mid-tier influencers that deliver the best ROI.
👉 Search and Filter by Hashtags
Find creators already using branded hashtags related to your niche for the most relevant recommendations.
👉 Simple Sign-Up and Launch
Get set up to search profiles and contact creators for partnerships in minutes with Ainfluencer‘s free sign-up for brands.
For SMBs and startups focused on cost-efficient campaigns that drive measurable conversions and sales, Ainfluencer delivers. Sign up here to explore creator partnerships for your next TikTok marketing initiative.
In Summary – TikTok Creator Marketplace Facilitates Big Brand and Elite Creator Partnerships
In closing, the launch of the TikTok Creator Marketplace provides brands with direct access to top creators and turnkey campaign management capabilities. This powers mass awareness and exposure by tapping into creators‘ highly-engaged audiences.
It has also enabled over 500,000 standout creators to monetize their channels through lucrative brand sponsorships by producing entertaining branded content they‘re proud of.
However, SMBs and most marketers looking for micro and mid-tier influencer collaborations can benefit from platforms like Ainfluencer that connect with creators from a wider range of audience sizes. Their authentic brand integrations resonate deeply with targeted niche communities for a fraction of the cost.
No matter which influencer marketing platform makes sense for your short and long-term goals on TikTok, this remains the space to build communities and drive real impact.
Frequently Asked Questions
What is the main purpose of the TikTok Creator Marketplace?
It connects major brands with elite, high-authority TikTok creators for sponsorships and branded content campaigns targeting a mass audience.
Is it free for brands to use the TCM platform?
Yes, brands can join TCM to search creator profiles and contact potential partners at no cost after setting up their company profile.
Will joining TCM negatively impact a creator‘s viewership or growth?
There haven‘t been conclusive data points suggesting partnership impacts reach. Some creators reported view drops initially but TikTok claimed external factors better explain fluctuations.
