TikTok makes it easy for agencies and brands to connect with influencers through its platform. TikTok is launching a “TikTok Creation Marketplace API,” which allows marketers to connect more easily with TikTok’s Creator Marketplace, its in-house platform for influencer marketing.
The Creator Marketplace was launched late 2019 and allows marketers to find top TikTok characters for brand campaigns. They can then manage and create those campaigns as well track the performance.
The API allows partners to gain TikTok first-party data on audience demographics and growth trends. It also provides real-time campaign reporting, such as the ability for them to view TikTok’s best videos. views, likes, shares, comments, engagement, etc.) For the first time.
The data can be used to enhance the customer insights that they already provide.
TikTok will not announce the API officially until September but is still allowing alpha partners to talk about their early work.
Capitv8 is one such partner. They tested the API on a TikTok campaign. This retailer was looking for a group of TikTok creators that would be willing to collaborate on a new partnership and needed help launching its TikTok channel. Captiv8 claims that the brand content was viewed nearly 10,000,000 times and had a significant increase in key metrics. This is comparable to the Nielsen average. These included familiarity (+4%), affinity (+6%), purchase intention (+7%), and recommendation intent (+9%).
Capitv8 has partnered with TikTok to collect audience demographics and centralize activations and influencer offers. The API also provides tools for boosting branded content, monitoring campaign performance, and providing analytics. The API gives Capitv8 access to TikTok’s first-party data, which allows them to track campaign performance and pull real-time metrics.
Another early alpha partner is Influential, who shared it’s also leveraging the API to access first-party insights on audience demographics, growth trends, best-performing videos, and more, to help its customer base of Fortune 1000 brands to identify the right creators for both native and paid advertising campaigns.
DoorDash was one of its partners. They launched several campaigns using TikTok and Influential. The company plans to partner with McDonald’s USA for several campaigns this year. These include those that focus on McDonald’s’ new Crispy Chicken Sandwiches and on returning Spicy McNuggets.
Whalar, INCA and other early partners are also available as alpha partners. The latter is currently only available in the U.K. and its integration stems from the larger TikTok global partnership with WPP, announced in February. WPP agencies were granted early access to new products and API integrations for advertising, as well as new AR offerings.
Social media platforms that have large influencer networks now offer creator marketplaces. This is a common way for brands to market to younger consumers. Facebook offers Brands Collabs Manager for Instagram and Facebook; YouTube provides BrandConnect. Snapchat has recently launched a Marketplace to help brands connect with Lens creators. Marketers can now work more easily with influencers by using these in-house platforms. They are able to access trusted data that is relevant to their own ROI and not rely on influencer data or data they manually collect. Marketers can also compare the performance of their partners to help them plan future collaborations.
TikTok has not yet made a formal announcement regarding its API, but told TechCrunch that the technology is currently in pilot testing.
We are constantly looking for new ways to help creators connect with brands. In a statement to selected marketing companies partners, Melissa Yang, TikTok’s Head for Ecosystem Partnerships said, “We’re delighted to integrate with an elite group of trusted partner to help brands find and work with diverse creators that can share their messages in an authentic manner.”
Publiated at Tue 31 August 2021, 16:50:05 +0000