TikTok has unveiled a series of new solutions that enable advertisers to better partner with creators and make their ads more engaging.
TikTok’s tireless call for brands to stop making ads and start making TikToks took a new turn at the TikTok World experience last week, with the announcement of a number of new solutions to empower marketers to connect and create with the TikTok community and help brands and creators build better collaborations.
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Improved TikTok Solutions for Brands to Collaborate with Creators
Investing in creators remains top of the list for TikTok. To ensure they maintain their appeal and find lucrative ways to monetize their content, the platform has introduced the following updates:
TikTok Creator Marketplace
Creator videos are twice as effective as non-native promotional content. The self-serve TikTok Creator Marketplace makes it easier to find the right creators to work with, manage collaborations, receive detailed data insights, and promote branded content with targeted ads.
Its discovery tools match businesses with various creators for every campaign, brand voice, and budget. In addition, it allows brands to filter based on the type of content they post, where they’re located, their average views, and more.
Furthermore, it makes it easier to oversee the creative process of the creator carrying out their campaign and allows advertisers to monitor performance in real-time.
Finally, TikTok’s Creator Marketplace allows brands to manage campaigns from their planning stages to execution and to assess results from post-campaign insights.
Open Application Campaigns
Through Open Application Campaigns, TikTok allows brands to list their campaigns for interested creators to self-apply, and brands can review the shortlist of creator applications with added relevant metrics and reference videos.
This feature democratizes the selection process and gives creators more ways to engage with the brands proactively.
TikTok Creator Marketplace Partners
Following the launch of the TikTok Creator Marketing API, TikTok badged a select number of trusted partners based on their expertise in creator marketing and their ability to provide brands with additional tools and white-glove services.
In last week’s announcement, TikTok revealed the addition of Captiv8, Influential, and Whalar as its inaugural Creator Marketplace Partners.
Branded Content Toggle
This new in-app transparency tool enables creators to mark videos as part of sponsored content. In the coming months, TikTok will also add other features, such as the ability for advertisers to monitor campaign performance, for example.
TikTok Creative Exchange
This self-serve portal matches users with vetted creative service providers to help produce high-performing ads. It also streamlines processes designed to create impactful ads, like managing projects, feedback, approvals, and insights.
The Creative Exchange platform is a one-stop-shop that manages each step of the creative process through a standardized workflow to enable fast, scalable production and deliver large volumes of fresh creative content.
Back in July, TikTok launched Spark Ads, a tool that enables brands to boost organic content in a user’s feed. According to TikTok’s 2021 Internal Product Data, the tool pulls in over three times as many likes and view-through rates that are 240% greater than other ads.
Creative Tools to Turn Brands into Creators
TikTok has also developed a suite of solutions for advertisers who want to become creators themselves – and own the process of making TikToks.
TikTok For Business Creative Center
The Creative Center helps advertisers understand what’s working on the platform in real-time. It showcases top-performing ads, the latest significant trends and offers the ability to browse TikTok’s audio library to find inspiration.
TikTok Video Editor
TikTok Video Editor allows advertisers to create and edit content from desktop and includes TikTok-copyrighted music, fonts, text colors, creative dimensions, and more. Using the tool improves performance and reduces the cost per action by 46%.
Dynamic Scene is a new, powerful tool that lets creators build creatives from pre-existing content. Dynamic Scene uses machine learning to break a video into multiple scenes before re-assembling them into hundreds of variations based on audience preferences.
Furthermore, it also allows users to personalize a video by adding elements such as music and transition effects. TikTok then rapidly tests ad variations with different audiences to ensure the distribution of only the best-performing creative.
Vimeo Create: Templates built just for TikTok
Last month, Vimeo partnered with TikTok on Vimeo Create, an AI-driven video production tool that makes it easy to produce and publish ads directly in TikTok Ads Manager. Vimeo Create presents a collection of easy-to-use, native-looking video templates that seamlessly enable brands to create professional-quality video ads.
Similarly, Canva has created a library of more than 50 TikTok ad templates to save brands time and money to design ads.
Interactive Formats to Unlock Engagement
Known for its high engagement rates, TikTok also announced a suite of new formats that facilitate this engagement and allow users to connect with the brands they love.
Customized Instant Page
TikTok has launched Customized Instant Page, a lightweight mobile landing page that loads up to 11 times faster than standard mobile pages, designed to drive customers from an ad to a landing page. Using Customized Instant Pages, users can watch a brand’s message on video or swipe through different content without leaving TikTok.
Instant pages can be built quickly and customized with text, images, video, carousels, and buttons.
Pop-up Showcase is a library of stickers and images that brands can superimpose onto videos to illustrate anything from featured products to key story elements. The pop-up elements are clickable, serving as dynamic CTAs.
Gesture Ads and Super Like 2.0
Gesture Ads unveil rewards or information to users who slide or tap on videos, while Super Like 2.0 displays icons on users’ screens when they like a TikTok. The latter also invites users to a landing page to learn more about what they saw in the video.
The Story Selection format invites users to interactively take part in how the story of an ad unfolds.
Featured image: TikTok
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