TikTok Creator Marketplace: How your brand can benefit
TikTok is the sixth most commonly used social media platform, with around 1 billion users. A recent report discovered that its users watch over 24 hours of content on the platform each month. With these numbers, it’s no wonder businesses are looking to it to reach a wider audience.
Here, we’ll explore how TikTok Creator Marketplace, an analytics tool that connects brands with influencers, benefits businesses across the globe — but especially in the US.
What is TikTok Creator Marketplace?
TikTok Creator Marketplace is an analytics tool that allows you to search for content creators, collaborate with them, track campaigns, and reach over 1 billion users. It also displays your brand’s page and post views, your reach of engagement, and the demographics that influencers appeal to, which helps you decide who to work with.
This is a great way to connect your business with influencers who create content similar to what your brand offers or content that will appeal to your current audience demographic (or one you hope to reach).
Collaborating with TikTok influencers can help you reach new customers, especially ones in the audience an influencer already has, which will spark leads and increase revenue.
[Related: International ROAS: A guide to calculating your return on ad spend for eCommerce businesses]
How do brands benefit from TikTok Creator Marketplace?
Brands benefit from TikTok Creator Marketplace because they gain access to a large and diverse range of content creators with many loyal followers. Influencers’ posts typically have a high number of views and engagements, and as a result, they help promote your brand.
When you choose an influencer to partner with through TikTok Creator Marketplace, your business reaps definite benefits:
Access to diverse creators to further engage with your target audience
Opportunity to build brand awareness worldwide to grow your business
Quantifiable data that allows brands to choose effective partnerships
Ability to analyze TikTok’s application programming interface (API) to track your campaign’s performance
A fun, modern, and natural way to promote your brand through social outlets
[Related: Seller marketplace expansion: Move from one platform to a multi-channel operation]
How to find the right creator for your brand
Now that you know what TikTok Creator Marketplace is and how it will benefit your brand, you might wonder how to find the right content creator for your business. Let’s check it out..
Using the creator filter
Using the creator filter on TikTok Creator Marketplace allows you to select the country and region that an influencer is based in. You can also make selections in these categories:
Topic you want content created for
Extent of reach (i.e., how many users will see the content)
Average number of views you want
ECommerce anchor filter (e.g., creators tagging products, linking to shops)
Using the audience filter
You can also use the audience filter to narrow who sees posts from the content creator(s) you choose. You can choose from these audience filter categories:
Country and region
Device (e.g., mobile, desktop)
View metrics and sample content
Using TikTok Creator Marketplace’s API allows you to view the costs of influencer partnerships as well as quantifiable data on how content is performing. You can view these metrics:
Number of likes
API is also great when looking at the results of content you want to sample. If you notice your sample content is doing well, you can request more content like it. Or if it does poorly, you can move on to new ideas that connect better with your target audience.
How to work with TikTok creators
You need to have a clear goal and plan in place before forming partnerships with TikTok influencers. You also need to be able to give influencers feedback on what is and isn’t working with your content. This is based on having solid, respectful relationships with the creators you choose. If you do well, they do well — and vice versa.
Additionally, be prepared to invest. Sometimes brand promotion costs more than you originally assumed, but it’s worth the investment if it’s done right. And if your content does well, you should continue investing in its creation.
Tracking your goals will make the process easier. That way, you can reflect on how your brand performs before and after forming partnerships through TikTok Creator Marketplace. If you notice your brand is doing well with TikTok content, you can continue down that path when promoting your brand.
[Related: Nine ways to scale your eCommerce store faster, smarter in 2022]
Considerations with TikTok Creator Marketplace
Remember that the influencers you choose to create content for your business are representing your brand. Ensuring their values align with yours is one of the most important steps you can take in the decision-making process. If an influencer misrepresents your brand with negative behavior and inappropriate posts, this conveys the wrong message about your business and could deter potential customers.
One way to make sure a creator properly represents your brand is to discuss your business’s values and guidelines with them. Reviewing content before it’s posted will also help you stay within TikTok’s guidelines. Influencers are typically aware of TikTok’s guidelines, but it never hurts to double-check.
You should also make a habit of monitoring your success. TikTok’s API displays all the numbers relevant to the success of your brand’s content. Once you notice content isn’t performing well, speak with your creator partner about what you’d like to change.
Staying nimble is also an important consideration. Social media guidelines often change, and you need to be aware of the specifics right when they happen. If you’re not, the platform could remove audio and/or video, which affects your metrics and never looks good.
[Related: Nine actionable tips to set up your eCommerce financials for success]
Making transactions through TikTok Creator Marketplace
You might be wondering how exactly your revenue will increase when an audience sees content related to your brand. Besides your business being tagged in posts, or even your website or product link included in a post or caption, TikTok will soon allow transactions within the US via its platform.
Because there are more than 1 billion TikTok users across the globe, you’ll want a reliable way to hold, receive, and transfer funds.
Global Business Accounts from Airwallex are a great way to manage your money from TikTok because you can send and collect funds in 11 currencies. And the best part is that it takes only a few minutes to set up a free domestic or international account.
TikTok users can even receive payment links from your business’s Airwallex account, which allows them to instantly and easily make a purchase. Plus, you’ll enjoy market-beating foreign exchange rates and minimal, low transfer fees.
If you’re ready to better manage your expenses, sign up today with Airwallex.
Leanna Chraghchian holds a degree in Business Administration from UC Berkeley and is currently working to complete Berkeley's Fifth Year Master of Information and Data Science program. Leanna loves the world of marketing, with great interest in the role data plays to help businesses advance. When away from the laptop, you can find Leanna on the basketball court or at the beach!
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