A growing number of users are heading to TikTok to be inspired by diverse communities and discover new ideas, products, and places. The platform is full of creators who have their finger on the pulse of the latest trends, and represent a new generation of storytellers that are breaking boundaries of entertainment and defining culture.
Content that tells a story is what brings communities on TikTok together, and this has created a valuable opportunity for brands and creators to work together to create engaging content. The participatory nature of the platform has created an entirely new way for brands to engage with creators and connect with diverse communities all around TikTok.
Enter ‘Branded Mission’. Branded Mission is an industry-first ad solution launched by TikTok that enables advertisers to crowdsource authentic content from creators on the platform, turn top-performing videos into ads, and improve brand affinity with media impressions.
This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.
Discovering the power and creativity of co-creation
The brands that see the most success on TikTok are the ones that take the time to listen to and engage with their community on the platform. Branded Mission brings brands closer to communities by empowering creators to contribute to a campaign while giving them the power to boost the top-performing content that resonates with the brand.
What can advertisers gain from Branded Mission?
- Engage the community to participate in branded campaigns: Brands can develop a brief and release it to the creator community to participate in the Branded Mission.
- Let creators tell the most relatable brand story in an authentic way: TikTok creators can decide what Branded Missions they are inspired by and choose to participate in them. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.
- Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok: Brands now have more opportunities to discover and engage with a broad ecosystem of creative and talented creators. Creators who are at least 18 years old with more than 1000 followers will be eligible to participate in a Branded Mission.
With Branded Mission, TikTok is excited to bring even more creators into the branded content ecosystem and to explore ways to reward emerging and established creators. Eligible creators whose videos are selected by the brand as ads will benefit from a cash payment and boosted traffic.
We have seen how TikTok unlocks real-world opportunities for creators and brands through the power of discovery, and TikTok will continue learning from creators and evolving its products in available markets to provide a valuable experience for the platform community.