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SOCIAL MEDIA

TikTok wants to help brands and its content creators to work together

By our News Team | 2022

Advertisers can develop a brief and share it with the platform’s creator community, who will then produce videos to turn into ads.

Video-based social media platform TikTok says it is launching a new advertising product that enables brands to connect with creators and crowdsource content for marketing campaigns. 

Called Branded Mission, the product is currently in beta-testing and available to marketers in more than a dozen markets, with additional countries to be added later this year.

The new feature allows advertisers to develop a brief and share it with the platform’s creator community, who can then produce videos for advertisers to turn into ads. This in exchange for a potential traffic boost and payment via TikTok’s ad revenue share programme. Creators who have at least 1,000 followers are eligible to participate.

“This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok,” the platform said in a blog post.

“Storytelling brings communities on TikTok together, and this has created a valuable opportunity for brands and creators to work together to create engaging content.”

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Photo by George Milton on Pexels

TikTok says that, by using Branded Mission, advertisers can:

  • Engage the community to participate in branded campaigns: Brands can develop a brief and release it to the creator community to participate in the Branded Mission.
  • Let creators tell the most relatable brand story in an authentic way: TikTok creators can decide what Branded Missions they are inspired by and choose to participate in the Mission. Brands will select their favourite original creative videos and amplify them through promoted ad traffic.
  • Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok: Brands now have more opportunities to discover and engage with a broad ecosystem of creative and talented creators. Creators who are at least 18 years old with more than 1,000 followers will be eligible to participate in a Branded Mission.

Commenting on the announcement, the industry website Marketing Dive noted: “The new feature will likely broaden brands’ creative options, as it could help brands discover emerging talent and provide ample content to choose from to turn into an ad. The product also creates a direct communication channel for brands and creators, potentially removing the need for agencies that offer influencer marketing services.”

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