Did #TikTokMakeYouBuyIt? In 2021, 47% of users report they bought something they saw on TikTok – you can thank creators for that. Content Creators are the main driver of the entertainment platform creating video content that grabs attention and converts. That’s right, TikTok considers itself an entertainment platform. It’s a unique blend of entertainment, community connection, and visual discovery. With the rise of UGC across all social advertising channels, content creators keep these components in mind as their approach to social selling includes specific delivery styles, video editing, and the ability to genuinely engage and connect with users. As TikTok continues to expand its paid advertising offerings in addition to the rise of social shopping on the platform, TikTok Creator Marketplace (TCM) is the perfect place to partner with content creators, execute campaigns, and monitor performance all through TikTok’s proprietary platform.
From Influencer to Content Creator
As social selling has evolved, so has the role of the social media influencer. Influencers may begin as users with celebrity status, aspirational lifestyles, or charismatic personalities, and can become crucial salespeople on behalf of your brand. An influencer’s audience is equally as important as the influencer due to their loyalty, engagement, and eagerness for product recommendations. It’s no surprise that brands would want to tap into this influence.
On TikTok, influencers have a slightly different role as content creation is much more involved than posting a photo on Instagram. This is why many TikTok influencers prefer the term “Content Creator.”
Oftentimes, TikTok Creators come to the platform from other social media platforms including Instagram, YouTube, and podcast platforms. When they join TikTok, they not only bring their entourage of current followers but are put in front of millions of more eyes as the algorithm favors engaging content allowing anyone the ability to go viral.
How else does a TikTok Creator differ from a traditional influencer? Unlike the more passive content of Instagram, TikTok’s model encourages participation through hashtag challenges, filters, and special effects. The comments section can even be more entertaining than the video itself!
Because of the increased ability to go viral and be seen by thousands, if not millions of viewers, brand ROI is taken to new heights. No other platform has seen the virality that is created by TikTok’s algorithm.
The above chart is how the TikTok algorithm determines which content gets pushed to which viewers based on completion history, content type, demographic, and more. Now when brands use TikTok as an advertising tool, the reach is significantly more targeted to not only get in front of more eyes — but the right eyes. When paired with a content creator, the ability to go viral and convert audiences is enhanced even more.
So how do brands find the right creators to reach their campaign and sales goals? By joining TikTok Creator Marketplace, brands have access to hundreds of thousands of TikTok creators in over 100 regions who can produce content videos for their products or services.
What is TikTok Creator Marketplace?
TikTok Creator Marketplace (TCM) is TikTok’s premier platform that gives brands the ability to collaborate with content creators by assessing their analytics based on reach, engagement, views, demographics, and more. The benefit of TCM is total end-to-end project management from discovery and negotiation to management and analytics reporting. Though there are other influencer agencies and platforms that do this, TCM gives brands transparent creator data not available to other platforms while remaining entirely in-app.
Searching for creators is easy to refine. The comprehensive search parameters include country/region, topics and interests, reach, average views, audience location, audience gender, audience age, and audience device. These parameters help brands find appropriate creator candidates by displaying profile cards with a detailed overview of each creator’s statistics.
The search parameters also let you toggle between Brand Experience (Expert or Emerging) and Fast Growing Creators (creators with high follower growth in the last 14 days). The filters help to narrow down the creator pool to help find the right creator for your brand – and at the right price.
Payment is secure and flexible as creators have the ability to charge a flat fee of their choosing, negotiate with the brand, or receive a gifted product (which also may be necessary for their video). Based on creators’ followings, engagement, and conversion rates, some are charging upwards of $100,000 while many are open to negotiation.
Upon finding the creator you want to work with, TCM assists in adding a creator to your brand’s specific campaign, determines proper fees, tracks conversions, and delivers detailed performance analytics. TCM encourages in-app project management versus going off-app for communication and accountability which makes for a seamless and secure experience.
Why Join TikTok Creator Marketplace?
Working with creators to produce UGC is a big part of advertising on TikTok and TCM makes it easy to find creators. The app offers an end-to-end experience that is seamless for both the brand and the creator. With its easy-to-use workflow and simple UI, TCM keeps brands and creators accountable for content delivery, secure payment, clear communication, and in-depth analytics reporting on every creator. Instead of risking a shot in the dark with creators that you “think” might work for your brand, TCM is supported by the data of each creator’s TikTok account – and if you know NoGood, we’re all about data-driven strategies.
Finding creators with TCM is an easier experience when compared to finding creators on Facebook and Instagram which can be a clunky and unproductive process. Brands traditionally would have to track relevant hashtags, short-list accounts, manually calculate the account engagement, determine their region/audience based on follower research, DM the user or find their email in their link in bio, hope they respond (and not end up in the DM requests black hole), negotiate the terms, wait for the follow-through of the creator (all while the creator just hopes they get paid), and then finally praying the ad converts and is not just a big waste of resources.
With access to creators’ first-party data through the TCM/TikTok API, TCM takes out most of the guesswork, creating an accountable and reliable flow for both the creator and the brand.
How to join TikTok Creator Marketplace
If you’re a brand looking for a creator, here’s how to get started.
Though it isn’t necessary to have an organic TikTok account to work with creators and run ads, at NoGood we believe in both organic and paid strategies that work together. Currently, brands can run “dark ads” on TikTok (meaning they aren’t connected to an organic TikTok page) by setting up an Ads Manager account or can “Spark” ads from their organic account. To work with creators on TCM, any account that is verified through Ads Manager can log into TCM using their Business Center username and password. Alternatively, brands can register on the platform by creating an account and uploading their business verification documentation. Official TikTok partner accounts are also automatically eligible to join TCM. NoGood is an official TikTok partner.
Once logged in through your Ads Manager account, verified users must provide their business name, industry, account name, and user ID — all of which can be found in Ads Manager. Contact info will also auto-populate.
Next, you will have to verify your business and input tax information. Brands have the option (though not required) to handle all payments through TCM, making it simple and painless for the creator and the brand. Currently, you can only utilize in-app payments with creators in the same country.
How to Find Creators
The comprehensive search is unparalleled due to the analytics TikTok provides from each creator. Following your initial search outlined above, TCM provides even more first-party data within the creator’s profile.
Before diving in, do your research on what exactly you want out of a creator. Think about the campaign objective and goal, topic or niche the creator may operate in, target audience, budget, and also what style you want from your creator (lip-sync, scripted comedy, product testimonial, etc.). These considerations are also filters to help narrow your search on the TCM platform. Being clear with your campaign goals will help you find the perfect creator for your campaign and likely increase your ROAS.
Let’s take a look at a creator profile after performing a search. This is @corporatenatalie – a NoGood and millennial favorite on TikTok.
We can see her core metrics including average views, engagement rate, user interactions, and follower growth rate. The audience demographics are also important here as you want your target audience to align with the creator you work with. We can see here that @corporatenatalie’s audience is 77% based in the US, 76% female, and 50% in the 25-34 age group.
Further down, you can see brands @corporatenatalie has partnered with in the past, as well as an archive of the videos she has created for brands using TCM. Engagement and performance reporting are also provided in these videos to better guide brands in finding the right creative partner.
These search features and clear reporting make the creator selection thorough and streamlined as brands can view creators’ work within the platform instead of going on a journey to try to find sample content and metrics.
Once you find creators you want to work with, brands can save the creator to a shortlist to be revisited and applied to campaigns later.
Setting Up Your TCM Campaign
You’ve joined the platform, and shortlisted creators, now what? It’s time to build your campaign. If you’ve used TikTok Ads Manager before, the process and interface are quite similar. Here you can read our step-by-step guide to setting up TikTok advertising campaigns.
To begin, navigate to “Create campaign” or click “Add to campaign” on the creator’s profile. Once in the campaign builder, brands can also add a creator from their pre-saved shortlist.
Similar to Ads Manager campaigns, brands can choose from the following campaign objectives:
- Increase brand awareness
- Increase followers
- Increase website traffic
- Increase product sales
- Encourage downloads
Next is the creative brief. Provide detailed direction and guidelines for your campaign to ensure the creator understands the assignment and intention. The brief also includes campaign dates, product description, campaign description, and your payment options which include negotiating a price, agreeing to the creator’s set price, and/or the option to gift the creator with free product. These are all the details your creator will see before they agree to do the campaign, so it’s important to be thorough and provide all the links and info they’ll need to make their decision.
Don’t forget to provide your value prop and important messaging, as well as the ideal format for your campaign. Additionally, a PDF of the creator request can also be uploaded to TCM for the creator to review in more detail.
Finally, the customized flow. This feature makes it super easy to understand where you and the creator are in the process of the campaign.
- Creator accepts invite
- Discuss payment and collaboration details
- Creator uploads video for review
- TikTok reviews uploaded video
- Brand reviews uploaded video
- Creator posts video
- Optional step for brand to promote using Spark Ads (one of our favorite ways to promote content on TikTok!)
The flow provides a clear path to campaign completion and keeps both the creator and brand on track.
Launch, Track, Measure, Analyze Campaign
Like all campaigns post-launch, marketers should track and analyze the performance of the ad. Can there be additional optimizations made? Is the landing page converting or does it need to be switched out? Is the copy resonating with the audience? Is the video engaging? What is the CAC, CPA, CPM, impressions, reach, and ad frequency?
Examining the ad metrics will help inform your next move whether that’s pulling the ad, Sparking it on your branded account, or working with the creator again on a follow-up campaign. Track your creator’s analytics as you would any in-house created ad and analyze those results to better inform creator decisions in the future. Did the content convert? What did users respond to? Was the creative strong enough? What about the target audience – does it need to be narrowed or broadened? Was the copy clear and reflected in the content creator? Asking yourself these questions while reviewing the TCM analytics will help optimize your ad spend and increase your ROAS.
If you’re considering working with creators to promote your brand on TikTok, TikTok Creator Marketplace is the way to go. The powerful tool not only provides vetted and experienced content creators, but an end-to-end experience for both the creator and brand to collaborate and benefit from. Don’t believe us? Check out these 10 TikTok stats to further convince you that TikTok is a powerful marketing tool and by partnering with content creators it is made all the more powerful in creativity, reach, and conversion.