TikTok wants advertisers to crowdsource creators’ content

TikTok is launching a new advertising solution called “Branded Mission”, which will enable advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.

The “Mission” forms a two-way engagement between brands and creators, allowing the TikTok community to have a creative hand in ads that are part of brand campaigns while also helping brands discover creators that can boost their marketing mission.

In effect, Branded Mission is a way for brands to crowdsource creative advertising on TikTok.

Advertisers can engage the creator community by developing and releasing a campaign brief. Creators can then decide what Branded Missions they are inspired by and choose to participate in the Mission. The brand will then select their favorite original creative videos and amplify them through promoted ad traffic.

Creators must be at least 18 years of age and must have at least 1,000 followers in order to be eligible for the program.

Eligible creators will be able to see the potential earning opportunity for each individual Branded Mission before deciding on whether to participate. If they do participate and their video is chosen for amplification by the brand, the creators will be benefitted with a cash payment and boosted traffic on their video.

The feature is currently in beta testing, with availability to brands and marketers across over a dozen markets around the world. It will be rolled out across additional markets beginning later this year.