TikTok pushes brand/creator collaboration via Creative Challenge initiative

by | Jun 29, 2023 | News

TikTok is testing a new feature to enable collaboration between short-form digital-first creators and brands. It’s called TikTok Creative Challenge, and it allows creators to submit video ads to brand challenges. They can receive rewards based on the performance of their videos.

TikTok Creative Challenge

TikTok unveiled the feature on its blog, stating that it transforms the discovery of new ideas and products. It also creates a new avenue for brands to engage with creators and connect with diverse communities on TikTok. The platform aims to recognise and reward creators for their creativity through the introduction of TikTok Creative Challenge.

In terms of how it works, TikTok said creators can “browse through the list of brand challenges, read the challenge’s brief which displays the reward pool and details rules and requirements, and submit their video ad. The Creative Challenge gives creators full creative freedom over their ads. More opportunities are unlocked for creators to collaborate with brands in a way that’s most authentic to them.”

Submissions need to be high-quality, well-edited, original content. “Once submitted and approved, creators can see the status of their submissions, view performance and check monthly earnings. Rewards are influenced by many factors, including qualified video views, clicks and conversions. Creators will receive notifications for their submissions if revisions are necessary, with the option to revise or appeal.”

Submitted videos will not be displayed on the creator’s profile, said TikTok, “but once reviewed and approved, run as ads on the For You Feed.”

Once enrolled in the TikTok Creative Challenge, creators have access to resources including a creator community group and mentor programme to connect with other creators to share knowledge, exchange insights and get rewarded. To be eligible, creators must be at least 18 years old and have a US-based account with a minimum of 50,000 followers. All videos must also abide by Community Guidelines.

Unlocking Collaborative Creativity: TikTok’s New Initiative for Brand/Creator Collaboration

According to TikTok, the new feature will assist brands in unlocking the creative potential of its user base. It offers authentic, high-performance, and user-friendly creative content on a large scale, which aids in driving performance advertising campaigns for brands.

When advertisers create a creative challenge on TikTok, they are provided with up to 30 ad creatives within 10 days. These ads are specifically designed for the TikTok audience by creators who have a deep understanding of the community. This process simplifies performance advertising by seamlessly connecting brands with high-quality, performance-driven digital creator content.”

TikTok Creative Challenge is currently in testing as the platform explores the new solution with select brands. “We will listen to feedback from our community and continue to make it easier to advertise and drive results on TikTok.”

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