TikTok has created an API for its in-house influencer marketplace that lets early partners access first-party real-time campaign data.
Back in 2019, TikTok announced a new influencer marketing platform, Creator Marketplace, improving the way in which brands connect with agencies for creative campaigns. Now, TikTok is launching a new “Creator Marketplace API,” that allows marketers to connect directly with influencers on TikTok, and to tap into first-party data.
Related | TikTok Now Lets Businesses Promote Organic Posts
TikTok’s Creator Marketplace allows marketers to find TikTok personalities, and to create and track campaigns with them. Now, the new API will let them also access and extract first-hand data such as audience demographics, growth trends, best-performing videos, and real-time campaign responses, such as views, likes, shares, comments, etc.
The new API is currently only available to alpha partners, but the company is expected to officially announce its broader availability in September.
Captiv8 is one of the partners, and it tested the API with an NRF top 50 retailer. The retailer’s test campaign resulted in a “significant increase” in several key metrics, which performed above the Nielsen average.
This included familiarity (+4% above average), affinity (+6%), purchase intent (+7%) and recommendation intent (+9%). The API allowed the company to pull real-time metrics from the TikTok Creator Marketplace API, together with audience demographics, influencer offers, and activations.
Furthermore, it provides a range of tools to boost branded content and monitor campaign performance.
Other early alpha partners testing the API include Influential, with its customer base of Fortune 1000 brands, DoorDash, which launched multiple influencer campaigns on TikTok and is planning to work with McDonald’s USA, INCA Global.
You might also like
More from TikTok
TikTok Begins Testing Tako, Its Own AI ChatBot
TikTok Tako is a new AI chatbot that could “radically change search and navigation” in the app. News of the test …
TikTok Introduces Effect Creator Rewards, Paying Creators For Popular AR Effects
TikTok Effect Creator Rewards is a new $6 million fund that will be used to pay creators based on the …
TikTok Launches World Hub To help Brands Better Connect With its Audience
TikTok World Hub is designed to help brands learn how to connect with audiences and get discovered on the platform. The …
TikTok Keyword Insights: Find The Right Keywords For Your Ads
TikTok unveiled a new "Keyword Insights" tool to help marketers find the keywords and phrases that resonate with audiences in …
TikTok Introduces Sounds For Business For Quick And Engaging Content Creation
TikTok is launching Sounds for Business, a new collection of sounds designed as templates for quick and engaging content creation. TikTok …
TikTok Is Testing Refresh, A New Feature To Reset Your For You Page
TikTok Refresh will help you reset your For You page algorithm, your watch history, and past interactions, so you can …
TikTok Is Now Banned On All Devices Issued By The US House Of Representatives
The chief administrative office of the House issued a directive establishing TikTok, the popular social media app, as a security …
TikTok Is Testing A Full-Screen Horizontal Mode
The new TikTok Full-screen horizontal mode means Creators could now create a single video that's optimized for both TikTok and …
TikTok Academy: A New ‘TikTok For Business’ Education Platform
TikTok last week announced the launch of TikTok Academy, a new education platform to help marketers develop TikTok expertise.
