Connecting Businesses & Creators – TikTok Creator Marketplace
TikTok Creator Marketplace (TCM) serves as a gateway that connects businesses with content creators. Through TCM, brands can discover talented KOLs, KOCs, and influencers who have a suitable follower base. At the same time, it creates opportunities for creators to collaborate with brands they love. Moreover, TCM offers numerous potential benefits for both businesses and content creators. Let’s explore how to join and utilize TikTok Creator Marketplace with Mega Digital today!
What is TikTok Creator Marketplace?
TikTok Creator Marketplace, officially launched in 2019, is a platform designed to foster collaboration between businesses, brands, and content creators on TikTok.
This platform helps creators and brands enhance their image, grow their follower base, and effectively promote products and services to a larger audience of potential customers.
Why Should You Join TikTok Creator Marketplace?
Whether you are a business or a content creator, TikTok Creator Marketplace offers significant benefits:
For TikTok Creators
- By connecting with well-known brands, creators can boost their credibility and attract more followers.
- Collaborations help expand their network and create new income opportunities.
For Brands
✅ Access to a Large Customer Base:
With 49.86 million users aged 18 and above, TikTok is currently one of the most popular social media platforms in Vietnam. Users are highly engaged with short, easy-to-digest, and entertaining content. By leveraging TCM and implementing strategic marketing campaigns, brands can reach potential customers effectively and increase conversion rates.
✅ Boost Creativity in Campaigns:
Collaborating with content creators on TCM allows businesses to promote their products and services through engaging and innovative video content. Additionally, TikTok KOLs and KOCs have established loyal follower bases, enhancing the credibility of brands and their products.
✅ Support from TikTok:
Brands participating in TikTok Creator Marketplace gain access to exclusive features and tools. Moreover, they can utilize the Marketplace Academy, where they learn from successful marketing strategies and effective advertising video production techniques.
✅ Track & Evaluate Campaign Performance:
At the end of 2021, TikTok introduced the TCM API, allowing brands to track and measure ad video performance in real-time. With this data, businesses can adjust and optimize their ROI accordingly.
Requirements to Join TikTok Creator Marketplace
As a platform that streamlines the process of finding and connecting brands with creators, TikTok sets specific requirements for participation:
| For Businesses | For Content Creators |
|---|---|
| – Must have a TikTok Ad Manager account or TCM account. – Must comply with TikTok’s terms and conditions. – Business license verification required. |
– Must own a personal TikTok account. – Must be 18 years or older. – Must have at least 10,000 followers. – Must have posted at least 3 videos in the last 28 days. – Must have received over 100,000 likes on posts within the last 28 days. – Must reside in an eligible country listed in TikTok’s terms and conditions. |
4 Steps to Join TikTok Creator Marketplace
To become a part of TikTok Creator Marketplace (TCM), you must have a TikTok Ad Manager account to log in. But don’t worry if you don’t have one yet! The registration process is quick and easy.
>>> Read More: How to Create a TikTok Ads Account in Just 2 Minutes
Additionally, creating a TikTok Creator Marketplace account is simple. Just follow these four easy steps:
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✅ Step 1: Provide your Gmail address. TikTok will send you an email containing a verification code.
✅ Step 2: Set a password for your account.
✅ Step 3: Fill in the required information to complete your profile.
✅ Step 4: Edit your profile by changing your profile picture, adding your business’s TikTok account from other social media platforms, and writing a short introduction about your brand.
If your application meets all the requirements, TikTok Creator Marketplace will send you a confirmation email within 2-3 days.
How to Use TikTok Creator Marketplace Effectively?
To maximize your success on TikTok Creator Marketplace, you need to understand and leverage the tools available on the platform, including:
Search Filters
Once successfully registered on TCM, brands can use advanced search filters to find the most suitable KOLs, KOCs, or influencers based on their products, brand identity, and campaign goals.
The search filters are categorized by:
🔹 Content niche (e.g., fashion, beauty, tech, gaming, etc.)
🔹 Geographic location
🔹 Number of followers
🔹 Average views per video
🔹 Audience location distribution
🔹 Audience gender demographics
🔹 Engagement rate
With these smartly organized filters, brands can save a significant amount of time and effort in selecting the right influencers for their campaigns.
Creator Performance Metrics
TCM allows brands to analyze key performance metrics of TikTok creators, providing deeper insights into their effectiveness, including:
📌 Average views per video
📌 Average likes per post
📌 Follower growth rate
📌 Video engagement rate
📌 Audience retention rate
By evaluating the past and current campaign performance of creators, brands can make informed decisions about partnerships and investments.
Once you have selected the creator you want to collaborate with, add them to your campaign by clicking “Add to Campaign” or bookmarking their profile. Next, choose “Publish” to launch the promotional campaign on TikTok.
When the campaign is launched, the selected content creators will receive an email invitation to collaborate. If they accept the invitation, you can connect with them to discuss pricing, payment methods, and other details. The KOCs and KOLs will then create video content according to the campaign requirements, which TikTok will review to ensure compliance with platform policies.
TikTok Creator Marketplace Commission for Creators
The commission paid by TikTok Creator Marketplace (TCM) varies based on the number of followers and the influence of creators on the platform. Here are the specific commission rates:
| Influencer Type | Number of Followers | Commission per Post (VND) |
|---|---|---|
| Nano Influencer | 1,000 – 10,000 | 120,000 – 600,000 |
| Micro-Influencer | 10,000 – 50,000 | 600,000 – 3,000,000 |
| Mid-Tier Influencer | 50,000 – 500,000 | 3,000,000 – 24,000,000 |
| Macro Influencer | 500,000 – 1M | 24,000,000 – 48,000,000 |
| Mega Influencer | Over 1M | Over 48,000,000 |
Some Limitations of TikTok Creator Marketplace
While TCM offers promising opportunities for brands and content creators to collaborate and grow together, it also has certain limitations that may pose challenges for businesses.
- Limited Interaction Capabilities: Brands cannot directly message creators. Instead, they must follow, like, or comment on a creator’s post to connect with them.
- Restricted Number of Creators: Each campaign allows collaboration with a maximum of 20 content creators. This may limit the diversity and uniqueness of content during product or brand promotion.
- Independent Management: TCM does not provide additional tools or features to help brands manage content creators. As a result, businesses must invest time and effort in independently reaching out, negotiating, and tracking TikTokers.
Mega Digital’s Guide to Working Effectively with Creators
If you’re worried about spending too much time connecting, negotiating, and evaluating creators, Mega Digital has compiled 7 essential tips to help you save time, reduce costs, and achieve the best possible results.
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Tip 1: Understand Your Brand Clearly
Before searching for or collaborating with any TikToker, you must have a deep understanding of your own product and brand. Consider the following aspects:
Brand Values and Identity
Defining your brand identity and the core values you want to communicate to customers will help you analyze and select the most suitable KOCs, KOLs, and influencers.
TikTok Promotion Campaign Details
- Campaign Objectives: What is the goal of your promotional campaign? Do you aim to increase brand awareness, boost sales, or drive other customer actions?
- Target Market: Who is your campaign targeting? Understand your audience demographics, interests, and behaviors.
- Product or Service: Which product or service are you promoting? You need to have a thorough understanding of your offering, including its features and benefits.
- Budget: How much budget do you have for the campaign? The budget will determine the campaign’s scale and reach.
- Timeframe: How long will the campaign run? The duration will affect the execution strategy.
Tip 2: Open and Transparent Communication
Open and transparent communication is the foundation of any successful relationship. When businesses and creators communicate regularly and clearly, both parties can better understand each other’s needs and expectations, fostering a strong and effective partnership.
Here are some ways businesses and TikTokers can communicate effectively:
- Clearly Define Goals and Expectations: Before starting a collaboration, both businesses and creators should clearly define their goals and expectations. This ensures both parties understand what needs to be achieved and can work together toward those objectives.
- Establish Effective Communication Channels: Businesses and creators should set up efficient communication channels to exchange information quickly and easily. These can include email, phone calls, direct meetings, etc.
- Always Listen and Respond: Both parties should actively listen to each other’s suggestions and provide timely and constructive feedback. This demonstrates mutual respect and commitment while fostering a positive working relationship and keeping the campaign on track.
Tip 3: Encourage Creative Freedom
You should allow TikTok content creators to express their unique style and creativity within the framework of your campaign. TikTok creators have experience and expertise, and they also understand their audience well. This enables them to produce creative videos that resonate with their followers and effectively convey your brand’s message in a natural and authentic way.
Here are some ways businesses can maintain control over advertising content while giving TikTokers creative freedom:
- Provide creators with basic information about your product or service.
- Offer general content guidelines for creators to follow.
- Organize brainstorming sessions with creators to discuss and develop content ideas together.
Tip 4: Combine Multiple Advertising Formats
In addition to collaborating with creators to produce video content, you should also leverage various advertising formats to reach a broader audience on TikTok and maximize campaign effectiveness.
To fully utilize all the advertising tools TikTok offers, consider using a TikTok Agency Account. This type of account is authorized by TikTok for media companies to manage advertisements for businesses and other entities. It provides several advantages over personal ad accounts, including:
- Access to Advanced Advertising Features: TikTok Agency Accounts can access advanced advertising tools that personal ad accounts cannot.
- Direct Support from TikTok: Businesses using TikTok Agency Accounts receive direct support from TikTok’s team or trained partner agencies, ensuring quick resolution of any advertising issues.
- Cost Benefits: TikTok Agency Accounts often receive pricing benefits, helping businesses reduce advertising costs.
Tip 5: Ensure Compliance with Terms, Conditions, and Legal Regulations
Before, during, and after the collaboration, businesses and creators should negotiate and clarify legal aspects, copyright, and usage rights in their contracts.
This ensures that both parties receive fair benefits and responsibilities based on their contributions. Additionally, having clear contractual terms minimizes the risk of disputes and lays the foundation for long-term partnerships.
Tip 6: Develop Business Collaboration Programs
Businesses and advertisers should focus on building long-term relationships with creators. Brands can introduce business collaboration programs, such as offering commission-based payments for sales generated through a creator’s content or inviting them to become brand ambassadors if their image aligns with the brand’s goals.
This creates a win-win partnership, where businesses gain brand recognition, credibility, and increased revenue, while creators earn additional income and expand their personal brand.
Tip 7: Monitor and Evaluate Campaign Performance
Throughout the collaboration, you should continuously collect and analyze data using TCM-provided tools or TikTok Analytics to assess whether the campaign has met or is on track to meet its goals. This allows businesses to identify strengths and weaknesses and optimize the campaign for better results.
For more detailed tracking of advertising performance, use TikTok Ads Manager. This tool provides comprehensive features that help businesses target the right audience, monitor campaign performance, and improve future advertising efforts.
Conclusion
With TikTok’s rapid growth in recent years, TikTok Creator Marketplace plays a crucial role in fostering meaningful connections and effective collaborations between brands and content creators.
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