Content creators are “the heart” of TikTok, in the opinion of Thomas King, Head of Creative Product Marketing and Ops (Latam), in an interview with InfoMoney. Thinking about ways to bring brands and content creators together, TikTok created the One Creator Suite.
“The One Creator Suite is an end-to-end strategic platform for brands. It is a complete ecosystem. It repositions the logic of the consumer journey,” said Thomas.
According to him, internal research shows a 30% higher purchase intention from TikTok than any other platform. “We combine creativity with technology. With platform data aligned with real TikTok behavior, the brand strengthens its presence from the top to the campaign funnel.”
How it works
Within the platform, there are several different solutions to connect creators and brands. On TikTok One, the brand configures it in the ads manager, a creation platform where it will submit the brief and find content there. Thomas explains that the brand chooses, depending on its needs, the creator that makes sense.
“Content Suite offers the fastest way to ‘activate’ creator content. The platform uses AI to search for all content that already exists about the brand in question, review it to see if it is eligible content based on metrics that make sense for brands and transform it into an advertisement”, says Thomas. At this stage, the creator is still able to authorize the content and is financially rewarded for doing so.
AI is capable of identifying all the content shared on the platform, whether the creator speaks well or badly, what the repercussion is, and the interactions. This makes boosting better, as it is combined with organic.
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“AI will recognize the brand in the content, through audio, text, various metrics and algorithm filters, and it is able to interpret it. This discovery process is 10% faster this way”, adds King.
Brands and content creators
This entire process, for Thomas, “democratizes content creation”: “We want to foster the universe of creators, with their payment, once their content is selected. TikTok pays based on the brand’s investment.”
The head of the social network states that the solutions seek to facilitate these connections between brands and partners, from discovering new creators to making development more fluid.
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“Native content is the one that performs the most and gains authenticity. 74% of users say that creator content is authentic, the creative volume is important, if the user watches repeated content, they will not pay attention”, he assesses.
For a creator to participate in TikTok’s Content Suite, they must have at least 500 followers.
