During the event, TikTok introduced several updates to the TikTok Creator Marketplace (TTCM) that will enable brands to find creators more efficiently, activate creators at scale, and measure and optimize campaign performance. One of the main announcements included the introduction of Invite Links.
According to TikTok’s latest announcement:
“TikTok has offered this first-to-market opportunity for Tinuiti and our Influencer/Creator clients. Now anyone can leverage TikTok Creator Marketplaces seamlessly and easily with this new offering. This allows for faster scale and efficiency for our clients. While we have made massive in-roads with TikTok on the paid side, we’re now also bringing new and innovative ways to execute Creator campaigns to our clients.” – Crystal Duncan, SVP, Influencer & Partnership Marketing at Tinuiti
Because authenticity is crucial for TikTok, working with the right influencer for your brand is vital.
What is Invite Links and How Does it Work?
Just take it from Revlon, who worked with Tinuiti and Megan Thee Stallion to launch a TikTok Influencer Campaign for their new ColorStay Satin Ink Liquid Lipstick. Tinuiti recommended that Revlon launch their Influencer Campaign on TikTok with TopView ad placement and support the reserved buy with in-feed auction ads to launch their new product in partnership with Megan Thee Stallion. The results included 224k Likes, 10 million Amazon Store visits, 3.5K Comments, and a 4.9% ad recall lift (28% higher than Kantar norms across 48 beauty studies).
As the first independent agency in the US to receive an official TikTok Marketing Badge, Tinuiti was selected as the first to go live with the new program. We teamed up with LMNT, an electrolyte drink mix and top running influencer, Gia Trevisan to create this video leveraging Invite Links.
Earlier today, TikTok hosted TikTok World, a flagship global summit to showcase new products and solutions.
“Finding the right Influencers for each campaign is a process – there is no “off the shelf” way of doing this. Each campaign is different, each KPI or goal could be different, so going through the thoughtful steps to define the right partners is what will lead you to success,” Duncan says.
How Does Tinuiti Work With Influencers on TikTok?
Invite Links gives advertisers the ability to invite any creator to collaborate, even if the creator has not officially signed up for TTCM. It also gives advertisers the flexibility and customization needed to effectively execute their creator marketing initiatives on TikTok, while still gaining access to TTCM’s most valuable features.
“As we build for the next era of advertising, we’re excited to unveil new solutions and research at this year’s TikTok World that give brands and marketers the tools to reimagine engagement with the TikTok community and deliver real impact for businesses of all sizes.”
According to Duncan, Creators on TikTok operate differently than Creators on other social platforms – they are driven by trends, music, sounds and storytelling. Their skills are unique to the platform and are looked at as experts in the space.
Want to learn more about how your brand can successfully work with influencers on TikTok? Check out “TikTok Influencer Marketing: Everything You Need to Know” or drop us a line!