TikTok has introduced a new feature called Creative Challenge, providing users with a fresh avenue for collaboration with brands. With this new initiative, TikTok aims to create more opportunities for creators to work together with companies and engage in mutually beneficial partnerships.
The ByteDance-owned platform views the Creative Challenge as a valuable “forum” to directly listen to the experiences and perspectives of its young users. In a recent tweet, TikTok stated, “We believe listening to the experiences of teens is essential.”
The Creative Challenge is an in-app feature that allows creators to submit video ads to brand challenges and receive rewards based on the performance of their content. This new monetisation feature is similar to the platform’s Creator Fund but is specifically established by advertisers. It involves setting aside a pool of funds from which creators can submit their content for a chance to be selected by a brand.
Here’s how the Creative Challenge works: Creators can explore a list of challenges, review the challenge brief that outlines the reward pool, rules, and requirements, and then submit their video ads. TikTok empowers creators with complete creative freedom, enabling them to collaborate with brands in a manner that reflects their authentic style and voice.
To participate in the Creative Challenge, creators must meet certain criteria. They should be at least 18 years old, possess a US-based account, and have a minimum of 50,000 followers. In line with the platform’s commitment to safety, all videos submitted for the Creative Challenge must adhere to TikTok’s Community Guidelines.
Submissions should be of high quality, well-edited, and original content. Once creators submit their videos and gain approval, they can track the status of their submissions, monitor performance metrics, and review their monthly earnings. Rewards are influenced by factors such as qualified video views, clicks, and conversions. Creators receive notifications if revisions are necessary, with the option to revise or appeal. Submitted videos will not be displayed on the creator’s profile but will run as ads on the For You Feed once reviewed and approved.
Upon enrolling in the TikTok Creative Challenge, creators gain access to various resources, including a dedicated Creator Community group and a Mentor Program. These resources allow creators to connect with fellow creators, exchange insights, share knowledge, and earn rewards.
Traditionally, influencers have had the freedom to set their own prices and negotiate terms with brands for collaborations. For instance, they could charge a flat rate for a TikTok video or an Instagram story. While the Creative Challenge model may streamline the process of securing partnerships with brands, payouts may fluctuate based on performance and other factors.
TikTok assures creators that they can submit to as many challenges as they want, as long as there are openings available. However, the platform has not provided specific details about the approval process, including whether videos will be approved on a first-come, first-served basis or if brands will have the autonomy to select eligible videos based on their own criteria.
