TikTok’s New Creator Marketplace API Lets Influencer Marketers Access First-Hand Data – TechCrunch


TikTok is making it easier for brands and agencies to work with influencers who use their service. The company is launching a new “TikTok Creator Marketplace API,” which enables marketers to more directly integrate with TikTok’s Creator Marketplace, the video app’s internal influencer marketing platform.

About him Creator Marketplace website, thrown out In late 2019, marketers were able to discover top TikTok personalities for their brand campaigns, then create and manage those campaigns, and track their performance.

Meanwhile, the new API allows marketing partners to access TikTok’s own data on audience demographics, growth trends, top performing videos, and real-time campaign reports (e.g. views , likes, shares, comments, participation, etc.) for the first time.

They can then bring this data to their own platforms, to augment the information they are already providing to their own customer base.

TikTok won’t officially announce the API until the end of September, but will allow its alpha partners to discuss their initial work.

One of those partners is Capitv8, which tested the API with a NRF top 50 retailer in one of his first TikTok campaigns. The retailer wanted to discover a diverse and inclusive group of TikTok creators to partner with on a new collaboration and wanted help launching its own TikTok channel. Captiv8 says branded content received nearly 10 million views, and the 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 intention (+ 7%), and recommendation intention (+ 9%).

Image credits: TikTok Creator Marketplace website

Capitv8 is now working with the TikTok API to gain audience demographics, centralize influencer bids and activations, and provide tools to drive branded content and monitor campaign performance. On that latter front, the API allows the company to get real-time metrics from the TikTok Creator Marketplace API, which means that Capitv8 is now one of the few third-party companies with access to TikTok’s premier data.

Another early alpha partner is Influential, who shared that he is also leveraging the API to access first-hand insights on audience demographics, growth trends, top performing videos, and more, to help his Fortune 1000 brand customer base identify to the right creators for native and paid ad campaigns. .

One partner he worked with was DoorDash, who launched multiple campaigns on TikTok with the help of Influential. He also plans to work with McDonald’s USA on several new campaigns running this year, including those focused on the chain’s new Crispy Chicken Sandwich and the return of Spicy McNuggets.

Other early alpha partners include Whale and INCA. The latter is currently only available in the UK and its integration stems from the greater TikTok global partnership with WPP, announced in February. That deal gave WPP agencies early access to new ad products that market API integrations and new AR offerings, among other things.

Creator markets are now common to social media platforms with large communities of influencers, as it has become a standard way of advertising to consumers online, particularly the younger generation. Today Facebook offers its Brand Collabs Manager, both for Facebook and Instagram; YouTube has BrandConnect; weather Snapchat recently announced a marketplace to connect brands with Lens creators. These types of internal platforms make it easier for marketers to work with the broader influencer community by providing reliable data on metrics that are important to brand ROI, rather than relying on self-reported data from influencers or the data they provide. have to do it manually. pick up. And as campaigns run, marketers can compare how well their associated creators can generate results to inform their future collaborations.

TikTok isn’t making a formal announcement about its new API at this time, telling TechCrunch that the technology is still in pilot testing phases for now.

“Creators are the lifeblood of our platform and we are constantly thinking of new ways to make it easier for them to connect and collaborate with brands. We are delighted to partner with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way, ”said Melissa Yang, director of ecosystem partnerships at TikTok, in a provided statement. to select marketing company partners.




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