TikTok announced today that it is launching a new advertising product called “Branded Mission”, which will allow creators to interact with brands and potentially receive rewards for videos. The new ad product allows advertisers to crowdsource content from creators and convert top-performing videos into ads. Advertisers can launch branded campaigns and encourage creators to participate. Brands can develop a brief and release it to the creator community and encourage them to participate in brand missions. TikTok creators can then decide which brand missions they want to participate in.
All creators who are at least 18 years old and have at least 1,000 followers are eligible to participate in a Branded Mission. TikTok says that eligible creators whose videos are selected by brands “will benefit from a cash payment and increased traffic”. On each brand mission page, creators can see how much money they can make if their video is selected.
Branded Mission is now in beta testing and available to brands in more than a dozen markets. TikTok says the new ad product will be available in other markets later this year.
The company says this new form of mutual engagement between brands and creators allows the TikTok community to have a creative hand in the ads that are part of a branding campaign. TikTok notes that it is always looking for creative ways to support creators and help brands reach users on its platforms with relevant content.
“Creators are at the center of creativity, culture and entertainment on TikTok,” the company said in a statement. “With Branded Mission, we are excited to engage even more creators in the branded content ecosystem and explore ways to reward emerging and established creators.”
TikTok and brands are already using creators for ads on the platform, but the new ad product Branded Mission gives creators, especially newer ones, a new way to collaborate with brands and grow their audience.
Today’s announcement comes as TikTok recently introduced a new way to lure advertisers to its platform by giving them the ability to showcase their brands’ content alongside the best videos on TikTok. TikTok launched TikTok Pulse, a new contextual advertising solution which ensures that branded ads are placed next to the top 4% of all videos on TikTok. Notably, the solution is also the first ad product to include a revenue share with creators.
Creators and publishers with a minimum of 100,000 followers on TikTok are eligible for the revenue share program during the early stages of the TikTok Pulse program.