TikTok’s API Creator Marketplace opens first-party data
The smooth roll-out of the new feature will allow some marketing partners to integrate more directly with TikTok’s Creator Marketplace, which serves as the social app’s internal influencer marketing platform and hub. The four early access marketing companies are Influential, Captiv8, Whalar, and INCA. These leading influencers and content marketing solution providers will now have access to the data and metrics that TikTok generates from its creator content, which includes first-party data on audience demographics, insight into growth trends. and top performing videos, as well as a real-time campaign. reports on views, likes, shares, comments, engagement, etc. The biggest benefit of the new API is that it now allows these agencies to redirect that information to their own clients, increasing the information they already provide and given the brands they work with with a rock-solid framework. and data-driven. the best possible decisions about which partners to partner with for influencer marketing campaigns and other high engagement initiatives.
Short video is expected to continue to gain popularity, and TikTok remains the leader in this format, making the information it collects on the backend of its platform an incredibly valuable resource for brands trying to tap into the economy effectively. creators. The four agencies with early access to the Creator Marketplace API are already successfully deploying it for their clients. Captiv8 tested the API with a TikTok campaign for still no name NRF Top 50 retailer who wanted to identify a group of TikTok creators to partner with that embodied the retailer’s diversity and inclusion goals. Using the API, Captiv8 formed a Group for Collaboration and reported that branded content received nearly 10 million views, along with a “significant increase” in several key metrics, including familiarity (+ 4% above Nielsen average), affinity (+ 6% above), intention to buy (+ 7% above) and intention to recommend (+ 9% above).
Another early partner, Influential, worked with DoorDash to launch multiple campaigns on TikTok after using the API to find the right advertisers for its paid and native campaigns. Influential is the world’s largest influencer marketing company by revenue, and the agency is also ready to take advantage of the Creator Marketplace API for campaigns with Mcdonalds focused on the new from the famous channel Crispy Chicken Sandwich, plus the return of the brand’s iconic Spicy McNuggets.
CNIB was able to get the go-ahead for API access thanks to a one-of-a-kind global partnership TikTok announcement earlier this year with WPP, which provided WPP agencies with early access to new TikTok marketing products, including API integrations and upcoming AR offerings, among other features to roll out. Whalar has yet to make public how she is leveraging the API for her clients, but the agency recently kicked off a hiring wave and the fruits of her labor are likely already out there, going viral.
This article originally appeared in the PSFK report, Driving Social Media Marketing Engagement