Meryl Koh, Author at Learning Lab APAC | TikTok Creator Marketplace

In an effort to bring greater transparency, safety, and accountability to our creators, users and advertisers, TikTok will be launching updated branded content requirements aimed at regulating branded content disclosure. As a reminder, branded content on TikTok is defined as content that promotes a third party brand, its products or services in exchange for payment or any other incentive.

Branded content on TikTok must always be disclosed according to TikTok's Branded Content Policy. As part of these updated branded content requirements, creators will receive an in-app notification for any suspected branded content that is not properly disclosed. Any branded content that is not properly disclosed may be restricted or removed.

Turning on the content disclosure setting and labelling your post as a 'Paid partnership' will not affect its distribution. It will not affect the way our system recommends content to TikTok users.

Creators will receive an in-app notification for suspected branded content that is not properly disclosed.

What are the benefits to turning on the Content disclosure setting?

Transparency: Requiring branded content disclosure helps create a more transparent ecosystem for creators, brands and users.
Safety: Protecting users from misinformation, misrepresentation, and false advertising is a top priority for TikTok.
Accountability: Standardizing disclosure on TikTok helps create a fair branded content ecosystem that focuses on TikTok's effort to drive greater accountability among creators, advertisers, and viewers.

At TikTok, we value transparency with users and want people to be open and honest about any goods or services discussed on our platform. Over the next few months, TikTok will be ramping up both detection of branded content and enforcement of our Branded Content policy, starting with creators based in Indonesia.

It is important for any creators based in Indonesia to acknowledge any material relationship with a third party that may be relevant to the credibility of your statements.

Will using the Content disclosure setting impact video performance?

No. In fact, we ran a study comparing nearly 2 million TikTok videos with and without proper branded content disclosure and there was no performance difference.¹

¹2023 TikTok Marketing Science. Tested in Indonesia and Pakistan

What does this mean for advertisers?

It's simple; when you work with creators on any branded content collaboration, remind them that it's required to turn on the Content disclosure setting and check 'Branded Content' when uploading their sponsored video. TikTok's Content disclosure settings are an in-app feature that enables creators to easily disclose advertising content. When selecting “Branded content" under these settings, the 'Paid Partnership' label will then be displayed on the creator's video.

This article has also been translated to Bahasa (Indonesian). Click here to read the translated Bahasa (Indo) version.

If you are a brand or agency based in Indonesia, reach out to your TikTok Sales Account Manager if you have questions regarding this new update on branded content requirements.

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With Songkran 2023 coming up, join the TikTok Creator Marketplace team for a Celebrate Songkran webinar!

Date: 4 April 2023 (Tue)
Time: 10.00am (GMT+7)

In this webinar, you will learn:

Insights on TikTok users' behaviour during Songkran
How to work with TikTok creators to unlock this potential and drive sales during Songkran
How to use TikTok Creator Marketplace to discover and shortlist creators, and manage your campaign

We will also be having a 20-minute fireside chat with Thailand-based TikTok creator @aki_yamaguchi, who will be sharing tips on how to work with local creators to supercharge your brand performance during Songkran!

BONUS: Keen to start your creator marketing campaign? We have special Ad Incentives in place, so join us to find out more!

Webinar: Celebrate Songkran!

4 April 2023, 10AM (GMT+7)

*T&Cs apply for all Zoom webinar participants. By signing up for Webinar: Celebrate Songkran with TikTok Creator Marketplace, you are giving us consent to use the registration email provided to contact you post-webinar for follow up purposes.

What are Invite Links?

Invite links are a new campaign collaboration tool that allows you to invite creators outside of the TikTok Creator Marketplace platform by generating a link for creators to upload their videos.

This allows you to collaborate with creators even if they are not registered on TikTok Creator Marketplace.

How a generated Invite Links public link looks

Why use TikTok Creator Marketplace Invite Links?

🤼 Work with any TikTok creator

With Invite Links, you no longer need to limit your collaborations to creators who are registered on TikTok Creator Marketplace. You can now collaborate with any creator who meets the local age requirement in their country (for example, creators who are 18 and above in the US).

📊 Access to first-party reporting and performance insights

One of the top benefits of TikTok Creator Marketplace is that it enables brands to see the performance of their campaign right from their Creator Marketplace account. No need to request screenshots from creators to see how your videos are performing!

With Invite Links, you can still access the Reporting dashboard of your account to see metrics such as video views and engagement rate.

Please note that to access this feature, your invited creator still has to accept and upload their video via the Invite Link generated and sent to them.

How to use Invite Links

If you're ready to start using Invite Links to collaborate with any creators, follow the simple steps below!

1. Verify your TikTok Creator Marketplace account

You need to verify your TikTok Creator Marketplace account to start using the full functionality of Invite Links.

Watch this quick video to learn how to create and verify an account on TikTok Creator Marketplace, or check out this page for verification requirements.

Unverified businesses will only be able to utilize Invite Links via Invitation lite campaigns, with limited access.

2. Create an Invitation or Invitation Lite campaign

Create a new campaign and select Invitation lite or Invitation under Collaboration Type
Fill out the needed campaign information.
If you want to integrate Anchor links, you will have to use an Invitation campaign. To add those to your campaign, add an app download link under Additional Promotions and request for ad authorization.
Please note that Invite Links currently do not support payments, so you will need to select “No" under Online Transactions.

How to select an Invitation or Invitation Lite collaboration type on home page

3. Add creators to the pre-approval list (optional)

If you are using Invite Links to work with creators that you trust, there is an option to make campaign collaboration even quicker.

If you do not want to manually review creators' videos, you can add the creators you are working with to the Creator pre-approval list.

Creators added to this list can quickly link their videos to your campaign without your on-platform approval. Make sure to only add creators you trust.

4. Share the Invite Link with the creator

Your Invite Link will now be generated, and you can now share it directly with the creator you want to collaborate with via your preferred channels offline.

On the creator side, they will see the campaign details when they click on the link. The creator then needs to upload the video via the Invite Link.

Review and approve creator videos

Approve creators and review submitted content to approve or reject videos from creators. If you have added creators to the Creator pre-approval list, you will not have to do this step.

5. Monitor your campaign performance

To see how your creator-led campaign is performing, go to the Reporting dashboard in your TikTok Creator Marketplace account.

Note: It takes around 48 hours for the campaign/video performance data to appear.

FAQs about Invite Links

Q: Who is eligible to create an Invite Link ~~campaign~~?

Invite Linksare available to all advertisers on TikTok Creator Marketplace. Verified businesses (standard accounts) will be able to use full functionality of Invite Links.

Q: Is there a limit to the number of videos per campaign?

A maximum of 100 videos can be uploaded per campaign.

Q. How can I deactivate an Invite Link campaign?

You can deactivate your Invite Link by toggling off the link on the campaign page.

Q: A creator uploaded the wrong video, how can I delete it?

Currently, you cannot delete the videos on your end, but you can contact the creator to do so.

Q: Is early video moderation available within the flow when using Invite links?

Early Moderation is currently unavailable for Invite Links. Please plan accordingly.

Keen to try Invite Links to work with TikTok creators? Login to TikTok Creator Marketplace and create your campaign now!

This event is now over.
Stay tuned for our upcoming webinars!

Are you a brand looking to connect with creators and grow your performance?

Join us for a TTCM 101 webinar on 15 Feb (Wed), where we will show a live demo of the TikTok Creator Marketplace platform:

How to discover and shortlist creators
Run a campaign end-to-end on TikTok Creator Marketplace
Track and analyse your campaign performance

We will also be having a 15-minute fireside chat with TikTok creators @itsjustinesy and @sonicwebs
who will be sharing best practices on how to communicate and negotiate a branded content brief!