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.
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.
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