MARKETING

TikTok is launching a ‘Creative Exchange’ platform to connect brands with top creators


TikTok adds another option to facilitate more partnerships between the brand and creators by launching a new “Creative Exchange” platform that will allow brands to summarize the campaign, to which creators can then respond and agree on sponsored content agreements.

As TikTok explains:

“The TikTok Creative Exchange platform provides retailers with instant access to a selection of the best TikTok creative partners in the industry and enables efficient collaboration on a large scale. Our network of creative experts will help customize and personalize content to improve ad performance on TikTok and achieve business results. ”

The process is quite simple – brands sign up for the Creative Exchange platform (available to brands with verified profiles), which then provides an overview of your presentation options and how you want to outline your desired project.

TikTok creative exchange

As you can see here, you can choose from a range of campaign types, including ‘Story’ and ‘Product Intro’, which will provide more context on what exactly you are looking for from potential creative partners.

From there, you fill out a form that covers the basics of the brand / product that creators can evaluate.

TikTok creative exchange

Relevant creators, who can also apply for the platform, will then receive e-mail notifications about projects that match their profile, from which they can accept the project and initiate a direct exchange with the client. Creators will also be able to invite associates, and place creative concepts directly on the platform, facilitating full communication and connection in the process. Brands will have the option to share live campaign data with creative partners.

It is the latest TikTok tool to help creators maximize their revenue potential through TikTok clips, with a short video that provides limited direct ad placement, which puts the platform at a disadvantage in terms of effectively monetizing user effort. On YouTube, creators can include ads before and during playback to make money from their work, but shorter clips make it more challenging, which generally leaves collaboration with the brand as a key tool for making money in the app.

TikTok knows that it needs to provide more potential for monetization, otherwise its top stars will instead go to YouTube and Instagram, where they can make a big bank, which is why it tries to add as many ways of cooperation as possible to facilitate sponsored content arrangements.

TikTok also has its own Creator Marketplace, which allows brands to find and connect with potential creative partners, which is essentially the same as this new platform, although the Creative Exchange platform is designed to make it even easier for brands and creator partners, by reducing the input required by brands to further simplify and simplify the process.

And given the creative focus of TikTok clips, it makes sense to help brands find creative help for their campaigns. Traditional, disruptive approaches to advertising will not work on TikTok – brands generally need to take a more organic approach to their promotions, in order to fit into user feeds and attract TikTok audiences.

Which, of course, requires some understanding of what the platform’s norms are and what works – which is why collaboration options are a good way to build campaigns.

TikTok says so the first phase of TikTok Creative Exchange is now available to a limited number of advertisers – brands and creators can learn more and join the pilot program (where available) here.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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