Far beyond viral dance videos, TikTok has a whole range of products that encourage the universe of content creators in different ways and promote rapprochement with brands. And that’s where the Brazilian market comes in. “Brazil is a strategic region for the product team”, says the Head of Creative Product, Marketing and Ops in Latin America, Thomas King.
In an exclusive interview with InfoMoneyhe explains that the market in the country is “open to solutions” and, more than that, “has an appetite for innovation”: “In light of this, we made Brazil and Latin America the market where many things start here. This was not common to happen, but the appetite of brands to be part of innovation made this possible.”
TikTok keeping an eye on the relationship between brands and creators
One of the solutions that emerged here was Creator Content Adscale, in which brands submit a brief, which is available to thousands of creators on TikTok One – a platform that allows collaboration between creators and advertisers. “From there, the creators make an application for the brief and the brand selects what they prefer. “And then we pay revenue share”, said King.
Another product focused on the relationship between brands and creators is the TikTok Creative Exchange (TTCX). “It’s the first creative solution we’ve brought to the market, it’s a marketplace that connects brands to an approved creative partner, who develops performance content. The brand enters, submits a campaign brief and selects one of the available partners, we have more than 25, who will be responsible for interpreting the entire briefing, which creates a script until delivery.”
Thomas King also highlights the possibility of creating a private pool on TikTok One, with brands nominating talent. “We understand that there are brands that have stakeholders, people who are part of their ecosystem who can create content.”
“Why not train salespeople to create content about the product? For example, in the beauty sector, beauty retailers, why not encourage them to become creators, brands understand who the target audience is that would become creators, we educate these people to create content, and they receive the briefings and are paid for it”, he added.
Continues after advertising
All of this, according to Thomas, serves the purpose of TikTok, which is to “bring brands closer to content creators”.
