The TikTok Creator Marketplace helps brands and influencers collaborate easily and successfully—without relying on external influencer marketing platforms.
However, it’s not a turnkey solution that solves all your growth pains on the TikTok platform.
This guide walks you through the TikTok Creator Marketplace, its eligibility requirements, and how to use it to skyrocket your social media reach.
Let’s get started.
TikTok influencer marketing is a collaboration between brands and creators.
Brands pay influencers or content creators to use their content creation skills, reach, and authority to achieve campaign objectives.
Influencer marketing is an effective way for companies to increase brand awareness and grow their social media presence. And for creators, it’s a great opportunity to make money.
The key is to forge the right partnerships that ultimately connect products or services with potential customers.
Businesses can run influencer marketing campaigns on TikTok using traditional means, like collaborating via email and using third-party influencer marketing platforms. Alternatively, they can use the TikTok Creator Marketplace to find skilled influencers, manage campaigns, and track analytics in one place.
The Creator Marketplace is TikTok’s built-in collaboration platform for brands and creators. It allows brands to find influencers, invite them to collaborate, and manage campaigns from start to finish.
Below are some of the benefits of the TikTok Creator Marketplace:
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Any TikTok business account can join the Creator Marketplace as a brand partner.
Aspiring creators, however, get invited to join the marketplace or may submit an application if they meet the eligibility requirements, including:
To join the Creator Marketplace as a brand, head to the platform’s official page and click ‘Create account.’
On the following page, specify your business’s time zone and region. Take note that you won’t be able to change your business location later.
Provide additional details about your business to complete your registration to the TikTok Creator Marketplace. This includes the following:
Click ‘Submit’ at the bottom of the registration form to finish creating your TikTok Creator Marketplace account.
Before you can use the Creator Marketplace’s features, you need to verify your business first. This requires the following:
The review process for new TikTok business accounts takes around 1-3 business days. You can wait for a confirmation via email or check the status of your application via the Creator Marketplace.
To join the Creator Marketplace as an influencer, you need to have a personal account.
Head to your profile page and tap the hamburger settings icon. On the pop-up menu, tap ‘Creator tools.’
Tap ‘Creator Marketplace’ under “Creator Next.”
On the TikTok Creator Marketplace page, tap ‘Check eligibility’ to verify if you’re qualified to join.
TikTok pre-screens users who meet the basic TikTok Creator Marketplace requirements.
To create a new influencer marketing campaign on TikTok’s Creator Marketplace, log in to your dashboard and click ‘Create campaign.’
Enter the brand’s information to help TikTok creators decide if they want to partner with you. Some of the required brand details include the following:
Scroll down to continue creating your TikTok influencer marketing campaign.
Under “What’s your campaign objective,” choose your primary goal for collaborating with TikTok creators, be it to increase brand awareness, get website traffic, generate product sales, or attract more followers.
Here are 5 tips to help you launch a successful influencer marketing campaign with TikTok creators:
When vetting influencers, check their engagement performance (views, likes, etc.) to gauge their content creation skills.
A TikTok creator with fewer followers can outperform a popular influencer if they generate more engagement. This makes them better brand partners in TikTok influencer marketing campaigns.
On TikTok Creator Marketplace, use filters to find influencers who are great at generating engagement. Under “Average views per video,” use the slider to specify the range of views you expect from your partner creator.
Under “Engagement rate,” specify the engagement rate range you want from your partner creator. Engagement rate is measured as a percentage value (0-100%).
Inspect the creator’s audience demographics to see if they reflect your target audience personas.
On TikTok Creator Marketplace, creator profiles include crucial audience demographics, like location, age, gender, and preferred device. You’ll also find a visual chart that tracks if a creator has inactive followers (users who haven’t launched the TikTok app for over 180 days).
To find influencers with the right audience, use the quick “filter by audience” options or click ‘More filters’ for a more refined search.
If you click ‘More filters,’ an advanced filters panel will appear on the right.
Switch to the ‘Audience’ tab to access additional filters, namely “Device operating system” and “Interests.”
Under “Interests,” select relevant niches that position your brand or product to the right audience.
Be as specific as possible to narrow down your campaign’s target audience and maximize your TikTok influencer marketing budget.
Review a prospective influencer’s past TikTok videos to ensure their content is the right fit for your brand.
Look at your prospective influencer’s content style to see what kind of audiences they attract.
Are they proficient in creating educational content that appeals to prospective shoppers? Do they rake in thousands of views through entertainment?
Also inspect if the creator publishes brand-safe content. You wouldn’t want to associate your brand with an influencer who gets banned from TikTok.
Suggested Reading: How to Get Unbanned From TikTok
Apart from crucial performance metrics and your goals, assess the starting price of influencers per campaign to determine if they’re worth partnering up with.
Also, consider the additional expenses you need to cover for the collaboration.
For example, an influencer may request a minimum of $200 for creating a single post about your product. In addition to paying the influencer, you also need to spend $200 for sending a sample product (including shipping). That’s a total of $400 for the entire campaign.
If the influencer only has an average of 20,000 views per video. With a budget of $400, that roughly translates to $20 per 1,000 views.
In that case, working with the influencer may not be a cost-effective strategy since you can get 1,000 views per $10 from TikTok ads.
That means you can get 40,000 views for a budget of $400 with TikTok ads.
That’s twice as many views than what you’d get from working with the influencer.
Of course, your influencer marketing goal may not revolve around views. Apart from racking up views, TikTok creators also lend their reputation to build your brand authority—boosting buyer confidence.
Consider these intangibles when weighing the costs of working with a TikTok influencer.
Use social media listening tools to find micro-influencers who are already familiar with your brand.
Micro-influencers are creators with less than 100,000 followers but have impressive reach and engagement nonetheless. These are influencers who don’t meet the eligibility requirements for TikTok Creator Marketplace.
Vista Social’s “Listening” feature makes it easy to track mentions of your brand, product, or platform.
From the dashboard, go to “Listening” and click ‘Add Listener.’
Name your listener and enter the keywords you want to track into the “Included Keywords” section. To ignore irrelevant keywords, add them to “Excluded Keywords.”
The TikTok Creator Marketplace helps brands and content creators collaborate on the platform. It enables brands to discover and connect with influencers who—in turn—are rewarded with the opportunity to monetize their content.
No, the TikTok Creator Marketplace is different from the Creator Fund. The Creator Marketplace is the official collaboration platform for TikTok brands and creators, whereas the Creator Fund is designed to compensate creators based on their content performance.
TikTok stated that joining the Creator Marketplace has no impact on views. Some users may experience lower or higher view counts upon joining the Creator Marketplace, but according to TikTok, that’s just due to normal user activity fluctuations.
Finding the right partners on TikTok Creator Marketplace is just half the job.
You also need to establish your goals, develop an effective collaboration plan, manage your campaign, and track results.
Vista Social is the perfect hub for your TikTok influencer marketing efforts. Find micro-influencers, manage conversations, track analytics, and repurpose influencer content into your automated publishing schedule.Start today by creating a free Vista Social account.
About the Author
Jimmy Rodela is a social media and content marketing consultant with over 9 years of experience, with work appearing on sites such as Business.com, Yahoo, SEMRush, and SearchEnginePeople. He specializes in social media, content marketing, SaaS, small business strategy, marketing automation, and content development.
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