TikTok Creator Marketplace & Best Practice to Leverage Brand Influence

The world’s leading short-video platform, TikTok, is well-known for its various creative tools that are constantly improved and developed to meet user needs. With that initiative spirit, TikTok introduced TikTok Creator Marketplace for brands to broaden their reach and enhance their performance.

So far, TikTok Creator Marketplace has proved to be an effective method for advertisers. So let’s dive into some of the most significant aspects of TikTok Creator Marketplace and get some inspiration from successful brands’ ad campaigns.

What is TikTok Creator Marketplace?

TikTok Creator Marketplace (TCM) is the official platform that allows brands and creators to make collaborations on TikTok. 

With TCM, creators can work with brands on both paid sponsorship and reward-based campaigns. Brands, on the other hand, can access the data such as reach, views, and audience demographics from creators to analyze the campaign result.

Is TikTok Creator Marketplace worth it?

TikTok Creator Marketplace brings creators and brands closer and definitely brings more opportunities for both. Apart from being free for all TikTok business accounts, TCM is clearly a must for any business for the following reasons.

Access countless TikTok Creator profiles and their insights

On TCM, there’re thousands of TikTok creators available for you. By using the search bar, you can even find specific creators in your industry or region.

TCM gives you basic details of the creator for you to evaluate the compatibility of your brand and your collaborator, such as their followers, average views, engagement rate, etc. More importantly, TCM also displayed the pay rate of each creator on their profile, so you can choose one within your budget. Wonderful, right?

Increase brand’s presence

TikTok has gained huge popularity and attracted a large audience, which is a great advantage for the brand’s advertising. Additionally, TCM is making the game easier by connecting businesses to a wide network of creators. By collaborating with popular creators, brands can tap into the creators’ audience and expand to new groups of users. Thanks to that, they can increase their brand exposure and gain more engagement.

Produce user-generated content (UGC)

A big part of advertising is working with influencers to create UGC and TikTok ad is not an exception. TCM, in this case, will simplify the process to help you find the creator that best fits your brand. 

From then, brands can execute a campaign and communicate with creators to deliver a TikTok Branded Hashtag Challenge, a TikTok Duet, or other types of content. In this way, the creator’s followers will be aware of the brand to join the fun and create their own videos on TikTok.

Drive engagement and sales

According to what we learned above, TCM is an approach to increase the brand’s presence and also encourage UGC. As a result, it can drive a lot of engagement and boost sales when brands access a large community of creators. Brands obviously should grab this chance and take advantage of TCM to maximize the ad campaign performance.

Join the awesome TikTok Creator Marketplace

If your brand already has a TikTok Ads Manager account, log in and get started on the TCM. Otherwise, creating a new account on TCM is pretty simple. You just need to provide some necessary information such as business name and ID, industry, and phone number to verify your account.

After verifying your account, you will be required to verify your input tax information. Creators and brands can handle all payments easily and conveniently through TCM; however, currently, you can only use in-app payments with creators who are located in your country.

Once everything is set up, you can begin seeking out content creators on TikTok.

Find the right creator for your brand

TCM surely will help you find the right TikTok creators for successful collaborations but you’re still the one who makes the final decision. TikTok analysis of each creator will provide useful insights to discover the perfect match with your campaign objective, brand image, and ad budget. So let’s figure out the steps to run a successful ad campaign with TikTok Creator Marketplace.

Step 1. Login to TCM using your Ads Manager account.

Step 2. Search for creators from the Search bar or click Creator search to find who fits your campaign and your brand then add them to the shortlist.

Step 3. Choose creators to send requests and create a campaign.

Step 4. Describe your campaign and brand details.

Step 5. After the creators accept your invitation, create your workflow and publish your campaign.

Step 6. Keep track of your ad performance and record results to optimize future campaigns.

Tips for a wonderful collaboration using TikTok Creator Marketplace

Having a specific objective in mind

When working with TikTok creators, always have a clear goal in mind. If you want to raise brand awareness, improve website traffic, or boost sales, make sure the collaboration’s objectives are understood from the beginning.

Provide precise instructions and guidelines

Giving TikTok creators specific directions and guidelines about what you want them to make is crucial when dealing with them. This will make it more likely that the final product will reflect the objectives and vision of your brand.

Don’t be hesitant to provide feedback

It’s crucial for you, the client, to offer helpful criticism at all stages of the cooperation. By doing this, content creators can enhance their work and produce the desired campaign outcomes.

Be willing to invest

TikTok creators may not be inexpensive, even if you can set the talent fees according on your own budget, particularly if you want to reach larger audiences. However, if you achieve the desired outcomes, the effort may be worthwhile.

Track your objectives

It’s crucial to monitor your collaboration goals and measure their effectiveness. This will enable you to more clearly see what appeals to TikTok creators and what doesn’t so that you can modify your approach.

Establish a relationship with your influencer

TikTok creators would want to develop a relationship with your brand rather than just get a one-time payment. By keeping open communication and being responsive to their requirements, you may establish a long-term connection with creators that will be advantageous for both sides.

3 successful campaigns that take full advantage of TikTok Creator Marketplace

#NikeShesBallin

During the 2022 European Women’s Championship (WEUROS), the world’s famous footwear brand, Nike, was in partnership with TikTok to create a campaign aiming at changing the perception towards female athletes and encouraging women to keep playing the game.

By collaborating with famous football freestyler Emani (@emankassem79), Nike launched a Branded Hashtag Challenge #NikeShesBallin in six major European markets including France, Germany, Italy, Netherlands, Spain, and the UK. The challenge was designed for everyone to show their skills and their lives as well, both on and off the pitch.

The campaign results were incredible with 3.6 billion views in total and the contribution of TikTok creators was remarkable. Apart from Emani, other creators like @ben, @liriansantoss_, and @sara_guzo also drove a large engagement by joining the challenge. That proves Creator Marketplace is undoubtedly a potential platform to make your campaign go viral.

Volkswagen ID.4 SUV

Volkswagen (VW) is a famous German producer of luxury motor vehicles which planned to introduce a brand new electric car called the Volkswagen ID.4 SUV in 2021. 

Since VW’s goal was to raise awareness of its new electric vehicle, TikTok was tailor-made to promote the product. The brand worked with TikTok creator Kurt Schneider and pop-duo Ni/Co to produce an exclusive soundtrack using the features of VW ID.4.

VW then expanded its reach by leveraging the TikTok Creator Marketplace and collaborated with the mother-and-son duo @greyandmama to show the benefits of the vehicle and made its product more persuasive.

With such effort, VW’s campaign received immediate results and a long-lasting impression. The TopView video gained 56 million views and more than 13.5% impressions compared to the TikTok benchmark while the original audio helped increase a 10.2% in average watch time and 14.4% engagement rate.

BMW

Originating from Germany, BMW is a high-end car manufacturer which is known for its leading innovation. In 2021, BMW launched the #CircularAngles campaign to introduce BMW’s activations at IAA Mobility, the largest automotive mobility exhibition on TikTok.

The campaign’s goal was to raise awareness of BMW’s brand mission about the circular economy and expand the audience for their recently launched TikTok account. To accomplish this, BMW deployed a suite of three One Day Max In-Feed Ads under the TikTok hashtag #ReimagineToday, but in a unique approach that was a first for TikTok.

The first sponsored video series was created in collaboration with TikTok Creative Marketplace and was told over the course of three parts by well-known creator @dannero, who also served as the series’ director as well as the main character.

In the end, BMW’s #CircularAngles campaign gained massive success including 42 million impressions along with a huge reach, 390,000 total likes, and 36,000 new followers.

Time to make the best collaboration ever

TikTok Creator Marketplace is truly an active platform and beneficial for businesses. With the success of previous campaigns, brands now have more reason to place their trust in TCM and enjoy a smoother experience with running TikTok ads.

If you are considering deploying an ad campaign on TikTok using Creator Marketplace, you’d better do it now to make use of the enormous TikTok creator network. Don’t worry if you never use it, with the help of our experts at NestAds, your campaign will be ready to launch anytime. Feel free to contact us and prepare to make the best collaboration ever.