TikTok today launched Branded Mission, an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.
This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.
According to TikTok, brands who see the most success on TikTok take the time to listen to and engage with the TikTok community. Branded Mission brings brands closer to communities on TikTok by empowering creators to contribute to a campaign, while giving them the power to boost the top-performing content that resonates with their brand.
“We are always looking for creative ways to support and drive value for creators, provide measurable campaigns for brands, and help them reach the TikTok community with authentic and relevant content,” TikTok said.
By using Branded Mission, advertisers can:
- Engage the community to participate in branded campaigns: Brands can develop a brief and release it to the creator community to participate in the Branded Mission.
- Let creators tell the most relatable brand story in an authentic way: TikTok creators can decide what Branded Missions they are inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.
- Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok: Brands now have more opportunities to discover and engage with a broad ecosystem of creative and talented creators. Creators who are at least 18 years old with more than 1,000 followers will be eligible to participate in a Branded Mission.
TikTok said, “Creators are at the center of creativity, culture and entertainment on TikTok. With Branded Mission, we’re excited to bring even more creators into the branded content ecosystem and explore ways to reward emerging and established creators. Eligible creators whose videos are selected by the brand as ads will benefit from a cash payment and boosted traffic. On each Branded Mission page, creators will see the potential earning opportunity before choosing to participate.
“We have seen how TikTok unlocks real-world opportunity for creators and brands through the power of discovery, and we will continue learning from creators and evolving our products in available markets to provide a valuable experience for our community.”
