The TikTok Creator Marketplace launched in 2020 as a way to connect content creators on TikTok with brands. Could this platform serve as a play to cut out the agency middleman? Given the high number of creators on TikTok and the huge volume of traffic drawn to the platform, this could be a valuable tool for both creators and brands alike. However, is a more curated campaign approach facilitated by an agency a more valuable way to market? I think that because of the huge number of creators on TikTok, brands can get low-cost advertising through this marketplace. Ultimately a more curated campaign may be more effective, but brands may look to platforms outside of TikTok for that. For creators with huge followings, many are already shifting away from TikTok to YouTube Shorts and other channels. One reason why huge creators are looking elsewhere is because of the influx of spam requests on the Creator Marketplace. Another reason is due to the lower payments brands are offering on the Creator Marketplace. Content creators with massive followings can get paid more on some of the other channels. As mentioned in the article, the TikTok Creator Marketplace could serve as a solid platform for “micro-creators” but isn’t likely a gamechanger for star creators. Brands can use this marketplace as one tool in a broader digital marketing strategy. Brands and creators alike can still benefit from using an agency in certain cases, offering a more curated campaign for brands, and better terms for the creators as well.
https://www.adweek.com/agencies/tiktok-cut-middle-man-between-creators-and-brands/
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