All-You-Need-to-Know: TikTok's Brand Mission 

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TikTok’s Branded Mission allows marketers to obtain content directly from creators instead of going through an agency.

Creators are on the cutting edge of fashion and represent a new generation of storytellers pushing the boundaries of entertainment and creating culture.

The video creation platform defined in a blog post, “Storytelling 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.”

“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions,” the company continued.

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.

This launch demonstrates TikTok’s willingness to give digital advertisers new ways to target Gen Z and millennial audiences – with or without the help of an advertising agency of record (AOR) – while also allowing artists to monetise their work on the platform.

So, how would TikTok’s digital disintermediation affect Brands?

Discovering the Power and Creativity of Co-Creation

Brands who see the most success on TikTok take the time to listen to and engage with the TikTok community. Branded Mission brings brands closer to communities on TikTok by empowering creators to contribute to a campaign while giving them the power to boost the top-performing content that resonates with their brand.

The video creation platform is always looking for creative ways to support and drive value for creators, provide measurable campaigns for brands, and help them reach the TikTok community with authentic and relevant content.

By using Branded Mission, advertisers can:

• 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 authentically: TikTok creators can decide what Branded Missions they are inspired by and choose to participate in the Mission. Brands will select their favourite 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 1,000 followers will be eligible to participate in a Branded Mission.

TikTok said they’re excited to bring even more creators into the branded content ecosystem and explore ways to reward emerging and established creators with Branded Mission. Eligible creators whose videos are selected by the brand as ads will benefit from a cash payment and boosted traffic. On each Branded Mission page, creators will see the potential earning opportunity before participating.

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