Introduced in 2020, the TikTok Creator Marketplace (TCM) is the official platform for brands and creators to connect on TikTok. It allows for creators to collaborate with brands on paid and reward-based campaigns. TCM is largely an analytics tool, gathering information on creators – such as their engagement reach, average views, and demographics – which it then shares with brands. In turn, brands are able to decide on creators with which they wish to collaborate.
What are requirements to join the TikTok Creator Marketplace?
Before a content creator is able to join TCM, they must have the following four qualifications: more than 10,000 followers, three videos posted within the past 28 days, more than 100,000 video likes in the past 28 days, and be 18 years or older. If these qualifications are met, creators may apply to join TCM, or they may receive an invite directly from TikTok. If a creator’s application is rejected, they have the option to reapply after 30 days.
How can creators collaborate with brands on TCM?
Once a creator’s application is approved, or they accept TikTok’s request to join TCM, creators have two primary methods through which they may collaborate with brands. The first option, the Direct Invite, allows for brands to find creators on TCM and invite them for potential collaborations. Before accepting, creators may review the campaign details and contract, both of which appear as in-app notifications.
The second option for creators on TCM is through Open Application Campaigns. These campaigns are created by brands and encourage influencers and content creators to submit an application in hopes of collaborating with them.
How much do influencers earn from brand collaborations?
An influencer’s charge-per-post is directly related to the number of followers they have on TikTok. Prior to entering into agreements with content creators, TCM provides brands with the opportunity to view creators’ follower counts and the extent of their reach, and provides three brackets – 10K to 100K; 100K to 1 million; and 1 million to 10 million – for brands to select.
On average, influencers in the first bracket charge between $25 and $125 per post, while those in the second bracket charge between $1,000 and $2,000 per post. The select few in the third bracket charge in excess of $2,000 per post.
