TikTok is testing a new feature that connects advertisers and creators in a financially beneficial way for both parties.
Under the new program, titled TikTok Creative Challenge, marketers can share ad briefs with relevant U.S.-based creators, who will then have complete creative freedom to make a video entry for consideration.
Should their submission get approval from the marketer, that creator will then receive payment based on the video’s performance.
Why we care. Advertisers will have access to influencers with already established followings and a deep understanding of the TikTok audience. Not only will this type of collaboration potentially give brands better insight into their target audience, which could result in higher engagement, but the fee they have to pay is dependent on ad performance, which reduces financial risk.
How it works. The TikTok Creative Challenge is an in-app feature that creators must sign up for. Once enrolled, they will have access to briefs posted by marketers, which should include reward pool details, rules and requirements.
Here’s a step-by-step breakdown of what happens next:
TikTok Creative Challenge A new way for creators to collaborate with brands with full creative freedom! We’re excited to continue recognizing and rewarding creators for their creativity through this new in-app feature.
How much will advertisers need to pay creators? Rewards will differ from project to project as multiple variable factors are considered, such as:
However, creators will not just benefit financially from signing up to this feature. Once enrolled in the TikTok Creative Challenge, they will also have access to a number of rich resources, including a dedicated Creator Community group and a Mentor Program to connect with other creators.
The rules. Content creators wishing to take part in the TikTok Creative Challenge must adhere to certain rules and regulations set out by the platform:
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What has TikTok said? TikTok explained via a statement posted in its digital Newsroom that the TikTok Creative Challenge is aimed at helping all parties involved – however, the initiative remains a pilot for now, which is still under review:
Deep dive. To find out more about how creators can monetize or collect rewards on TikTok, including Series, Creativity Program Beta, Pulse and LIVE Subscription, visit the platform’s Creator Portal.
The post TikTok invites creators to make ads for marketers in new pilot appeared first on Search Engine Land.
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