TikTok's new Creator Marketplace API lets influencer marketing companies tap into first-party data

·4 min read

TikTok is making it easier for brands and agencies to work with the influencers using its service. The company is rolling out a new "TikTok Creator Marketplace API," which allows marketing companies to integrate more directly with TikTok's Creator Marketplace, the video app's in-house influencer marketing platform.

On the Creator Marketplace website, launched in late 2019, marketers have been able to discover top TikTok personalities for their brand campaigns, then create and manage those campaigns and track their performance.

The new API, meanwhile, allows partnered marketing companies to access TikTok's first-party data about audience demographics, growth trends, best-performing videos and real-time campaign reporting (e.g. views, likes, shares, comments, engagement, etc.) for the first time.

They can then bring this data back into their own platforms, to augment the insights they're already providing to their own customer base.

TikTok is not officially announcing the API until later in September, but it is allowing its alpha partners to discuss their early work.

One such partner is Captiv8, which tested the API with an NRF top 50 retailer on one of their first TikTok campaigns. The retailer wanted to discover a diverse and inclusive group of TikTok creators to partner with on a new collaboration and wanted help with launching its own TikTok channel. Captiv8 says the branded content received nearly 10 million views, and the campaign resulted in a "significant increase" in several key metrics, which performed above the Nielsen average. This included familiarity (+4% above average), affinity (+6%), purchase intent (+7%) and recommendation intent (+9%).

Image Credits: TikTok Creator Marketplace website

Capitv8 is now working with TikTok's API to pull in audience demographics, to centralize influencer offers and activations, and to provide tools to boost branded content and monitor campaign performance. On that last front, the API allows the company to pull in real-time metrics from the TikTok Creator Marketplace API -- which means Capitv8 is now one of only a handful of third-party companies with access to TikTok first-party data.

Another early alpha partner is Influential, which shared it's also leveraging the API to access first-party insights on audience demographics, growth trends, best-performing videos and more, to help its customer base of Fortune 1000 brands to identify the right creators for both native and paid advertising campaigns.

One partner it worked with was DoorDash, which launched multiple campaigns on TikTok with Influential's help. It's also planning to work with McDonald's USA on several new campaigns that will run this year, including those focused on the chain's new Crispy Chicken Sandwich and the return of Spicy McNuggets.

Other early alpha partners include Whalar and INCA. The latter's integration stems from the larger TikTok global partnership with WPP, announced in February. That deal provided WPP agencies with early access to new advertising products marketing API integrations, and new AR offerings, among other things.

Creator marketplaces are now common to social media platforms with large influencer communities as this has become a standard way to advertise to online consumers, particularly the younger generation. Facebook today offers its Brands Collabs Manager, for both Facebook and Instagram; YouTube has BrandConnect; while Snapchat recently announced a marketplace to connect brands with Lens creators. These type of in-house platforms make it easier for marketers to work with the wider influencer community by offering trusted data on metrics that matter to brands' own ROI, rather than relying on self-reported data from influencers or on data they have to manually collect themselves. And as campaigns run, marketers can compare how well their partnered creators are able to drive results to inform their future collaborations.

TikTok isn't making a formal announcement about its new API at this time, telling TechCrunch the technology is still in pilot testing phases for the time being.

"Creators are the lifeblood of our platform, and we're constantly thinking of new ways to make it easy for them to connect and collaborate with brands. We’re thrilled to be integrating with an elite group of trusted partners to help brands discover and work with diverse creators who can share their message in an authentic way," said Melissa Yang, TikTok's head of Ecosystem Partnerships, in a statement provided to select marketing company partners.

Update, 8/31/21, 3:22 PM ET: INCA is currently using the API in the U.S. and U.K. An earlier version said it was U.K. only, based on information provided by TikTok. We've since corrected.