TikTok Launches Branded Mission, A New Way To Crowdsource Creative

On a day when much of Madison Avenue was focused on TV upfronts, this morning TikTok launched a branded mission. It’s an innovative (and subversive) way for brands to crowdsource authentic (and creative) content from the TikTok community.

Branded Missions empowers creators to engage directly with brands to create (and monetize) their content for marketing campaigns.

This launch demonstrates that TikTok is ready to provide digital marketers with new ways to reach Gen Z and Millennial audiences – with or without an advertising agency (AOR) of record – as well as allowing creators to monetize their creativity on TikTok. enables to do.

In turn, this eliminates the need to go through one of the thousands of agencies and firms that have popped up to offer influencer marketing services.

Talk about cutting out the middleman! So, what is the potential impact of TikTok’s digital arbitrage?

Well, as is often the case, the devil is in the details.

Description of the branded mission of Tiktok

TikTok has over 1 billion monthly active users around the world. TikTok tops most downloaded apps in first three months of 2022Overtook Instagram and Facebook.

For digital marketers, the branded mission enables brands to invite creators to contribute to a campaign – if they can create content that resonates with both their brand and their communities on TikTok. For example, brands can:

  • Involve the community to participate in branded campaigns.
  • Let the creators tell the most trusted brand story in an authentic way.
  • Discover the diverse ecosystem of creators who are the main drivers of culture on TikTok.

For creators, the branded mission gives the broader creator ecosystem the opportunity to be chosen by digital marketers to create branded content. for example,

  • All creators who are at least 18 years old and have over 1,000 followers will be eligible to participate in a branded mission that will lead to even more opportunities to earn money on TikTok.
  • Creators whose videos are selected as ads by the brand will get increased traffic and will also benefit from TikTok’s ad revenue share program, which was announced two weeks ago. IAB Newfronts,

Now, why do people watch TikTok videos?

While many traditional marketers still think of it as a Gen Z platform for dance challenges, TikTok says people discover new brands, products, and ideas as well as being inspired by a broad spectrum of diverse communities.

Creators who keep their finger on the pulse of the latest trends and represent a new generation of storytellers are breaking the boundaries of entertainment and defining culture.

So, if storytelling is what really brings communities together on TikTok, it has the potential to create a valuable opportunity for brands and creators to work together to create engaging content. TikTok feels that the participatory nature of the platform has created an entirely new way for brands to connect with creators and connect with the diverse communities around TikTok.

We will see if they are correct.

That’s why Tiktok has launched a branded mission. This is a blatant attack on advertising agencies who believe that Connected TV (CTV) has become the go-to place for people to come back and enjoy their favorite content. And, according to Nielsen, more than 50% of ad-supported streaming time is spent on YouTube CTV for people age 18 and older.

TikTok doesn’t have a CTV option, so they double down on inspiring brand and producer collaborations. Check out the overview they’ve uploaded to Vimeo to find out how they’re positioning the branded mission.


According to TikTok:

“Branded Mission is an industry-first advertising solution that enables advertisers to crowdsource authentic content from creators on TikTok, convert top-performing videos into ads, and improve brand relationships with media impressions.”

In other words, it is a new way for brands and creators to collaborate on creating branded content.

Now, this new matchmaking service has the potential to help brands find emerging creators across TikTok – if they are interested in doing so. Some brands will test the waters – and others will wait and see what happens. Hence, it is difficult to predict whether the branded mission will fly as fast as TikTok has.

Exploring the power and creativity of co-creation

As of this week, the brands that have seen the most success on TikTok have taken the time to watch and listen to the TikTok community before engaging with specific creators.

The branded mission has the potential to bring more brands to communities on TikTok if – and only if – they are willing to empower creators they haven’t already screened to contribute to a campaign.

I expect the brands to be challenged are the ones most likely to fit this profile. And I expect most market leaders and niche brands to wait and see what happens next. I also expect a similar phenomenon to happen on the maker side of the matchmaking process.

The most likely creators are nano-influencers (1,000 to 10,000 followers) or micro-influencers to see if this represents an opportunity to monetize their next video. (10,000 to 100,000 followers). And I expect most Macro Influencers (100,000 to 1 million followers) and Mega or Celebrity Influencers (more than 1 million followers) will wait and see what happens next.

This can make the early days of Branded Mission as awkward as middle school dances. But, it can also produce some surprising results. Who knows, things could snowball quickly.

Branded Mission is currently in beta testing and is available only to brands and marketers in a dozen markets around the world. But, TikTok expects the branded Mission to become available in additional markets by the end of 2022.

Tiktok launches branded mission, a new way to crowdsource creatives

Featured Image: VidEst/Shutterstock

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