Social media networks started their virtual life almost two decades ago. Their original intention differed significantly from what we see happening today. They’ve grown from a friendly meeting place for people who think alike and share common interests into some of the world’s most powerful advertising tools. The biggest companies use social networks, including the powerhouses that have grown out of the social media network ecosystem’s humble beginnings.
As an ever-evolving category, social media networks have transcended trends, from music and photo sharing to just thought sharing, and now a short-video sharing trend. What defines them all is their capability to persist, change and remain a relevant, solid, and reliable profit source.
The latest addition to social media network trends is TikTok, the young platform directed mainly towards the millennials and Gen Z. It’s taking the world by storm and giving insights into today’s world. It has also provided a new, powerful tool for turning profits. Still in a running start, albeit a heavyweight already with over 1 billion monthly active users, TikTok takes the world by storm with its still relatively low advertising prices and a new batch of creators. Finding the right creators aligned with a brand’s image and needs is crucial to reaping the most benefits from the platform.
TikTok Creator Marketplace is one of the best ways to do so! It’s easy to use, and the creators themselves have to apply for it, providing the users with the most relevant ones.
How to use the TikTok Creator Marketplace
TikTok is a big platform, which makes it hard for companies to find and reach desired creators. To solve that problem, TikTok has created TikTok Marketplace, where creators and brands can collaborate more efficiently.
The first steps that any brand must take are:
- Define their goal
- Decide what message the company wants to send
- Choose the targeted audience
- Determine the type of creator who communicates with the audience.
The search criteria must be unambiguous and measurable.
Source: TikTok Creator Marketplace
The next step is defining the budget for the entire campaign and per influencer–which amount to invest in this kind of collaboration. The brand should consider the usual prices for various cooperations and whether they are looking for nano, micro, macro, mega, or all-star influencers. TikTok Marketplace is usually where the brand searches for nano, micro, and macro-influencers.
The desired message depends on the company’s goals and campaign type. It also depends on the product’s life cycle stage. If it’s a new product and the brand wants to get the audience to try it, the message will be different from when it is already familiar with it.
The brand should consider what kind of customer they want to attract. Depending on the product, the target audience may be moms, pet lovers, adventurous people, catering workers, etc. Based on that, the brand will know what type of influencers a specific audience follows and whose opinion it considers. The point is to gain trust based on the creator’s experience and comments on a specific product.
The next step the brand should take is to create a campaign on the TikTok Creator Marketplace. There should be information about campaign name, brand information (name, logo, website, industry), product name, upload samples, image, and brand description.
Source: TikTok Creator Marketplace
The brand should also disclose more details about the campaign, such as the campaign’s primary goal and start date. Also, contact name and e-mail of the person who will communicate with influencers. The brand should be clear on what type of compensation the creator will get. It can be in the form of a product, a gift, or a financial reward. In some situations, it can be a combination of them all. The brand should be creative in the section where it should put a message for creators. They can use this to get the creators interested in the collaboration while keeping the message short and interesting!
Once they’ve added the desired influencers, they will need to wait for their response before directly communicating with them. After the creators have responded, everything is a matter of agreement, but it’s best to keep the relationship professional and light.
Why is TikTok Creator Marketplace the best place to find creators? Well, there are a few reasons. First, it makes finding the creators much easier. You can sort them by the country, audience, the number of followers, average views, and topics (mentioned on their TikTok profiles). You can also see the average performance of a creator's most recent 30 videos to decide if they fit you well.
The TikTok Creator Marketplace makes reaching out to creators easier. You can reach out to them directly through the platform, thanks to its communication tools.
After the creator responds to your message, everything else is up to you and the creator you selected. Make sure both sides are satisfied with the agreement. We know it’s a lot, and that’s why we’re here. Feel free to contact us–we can help your brand grow! Take a look at our TikTok Ads services for more information.
About the authors
As the Project Coordinator at Sellers Alley, Goran ensures our Animation Team delivers the best possible Sponsored Brands videos on time. He joined the company in 2020 and has recently taken on his role in the Creative department. Goran previously worked as a Communications Specialist, mainly focused on our US and UK-based clients.
Vanja is the Marketing Assistant in the UGC team and works closely with content creators for different social media platforms. Before joining the company in 2021, Vanja has worked as a high school Serbian grammar and literature teacher. She has experience in digital marketing as a freelancer and writing published papers about literature and culture.