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 Makes It Easy To Credit Creators
TikTok is introducing new tools to make it easier to give credit to Creators and ensure equitable distribution.The new features …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
TikTok (Finally) Adds A Friends Tab
TikTok has finally added a friends tab, it replaces the Discover tab in the app’s bottom menu.Is TikTok becoming a …
TikTok Starts Applying Labels To Content From State-controlled Accounts
In response to the war in Ukraine, TikTok is rolling out its state media policy to label content from some …
TikTok Introduces ‘TikTok Tactics’ Online Training For Marketers
The free online course provides easy-to-follow best practices to level-up marketers' approaches to advertising on the platform.
TikTok Introduces Instant Page, A Lighting Fast Landing Page Feature
TikTok has introduced a new customizable shopping ad display option to streamline the customer journey for users.
TikTok Is Working On A New Avatar-Creation Tool
TikTok seems to be working on a new feature that allows users to build their digital identity in the app …
TikTok Partners With Zefr To Ensure Safe Ad Placements
TikTok has announced a new partnership with brand suitability platform Zefr to ensure ads won't end up next to undesirable, …
TikTok May Be Bringing Back The Option To See Who Viewed Your Profile
TikTok may be working on reinstating a feature that allows users to know who viewed their profile in the past …