news: tick tockhas launched a feature called , to give advertisers more choice in content. creative challenge Creators with at least 50,000 followers and over the age of 18 can participate.
How to use:
- When brands submit a challenge, they have 10 days to crowdsource up to 30 ad options from creators.
- Creator earnings are based on performance metrics such as views, clicks, and conversions.
Why it's important: Platforms are competing to see who is considered the most creator-friendly. And this new service provides another source of revenue for content creators.
- This new service will allow brands to use user-generated content as advertising. 32 percent of Gen Z Consumers purchased new products/brands they learned about from social media influencers. The same is true for 26% of Millennials.
- This facilitates performance-based payment models and encourages high-quality content.
- The program also fits in with modern marketing trends that favor authentic content.
Yes, but: As noted by Ad Age, some creators have concerns about perpetual rights.
- TikTok has also been reported Store sensitive financial data Number of major influencers on Chinese servers compete against CEOs Shu Gee ChooForbes claims that US data is only stored in Virginia and Singapore. This fact raises serious data privacy concerns, could spur regulatory scrutiny and mistrust between creators and users, and highlights the need for more transparent data management practices. Masu.
- TikTok isn't the only player courting creators. In early June, Facebook We've introduced new features to streamline content creation and enhance monetization for creators. This includes an inspiration hub for content ideas, a template hub for creating Reels, professional mode features, lower eligibility thresholds for the Star program, and more. It's not a given that TikTok will be a long-term winner for creators.
Our view: This feature potentially benefits both content creators and brands by combining creativity and brand advertising.
- Creators have the opportunity to earn money without saturating their profiles with sponsored content.
- Brands can streamline content sourcing to align with their positioning and messaging.Marketers are already used to Pay per campaign; Ostensibly, this allows you to continue that habit while saving money in the process. However, it can make the partnership more transactional and limited. If the creative challenge is a great success, we will offer brand ambassadorship, First type Partnerships with influencers may weaken.
