TikTok Confidential and Proprietary

TikTok With Creators

TikTok creators can take a brand’s products worldwide, overnight. By harnessing their massive
pools of followers. Find out how to work with the new generation of TikTok Creators to reach
their audiences on TikTok for direct, immediate business results.

More than ever, people are after figures who are

The new culture shift Authentic Captivating Trustworthy

72% 2 in 5 48%
3
1 2
It’s never been easier for a business to get its
message out to the world, but it has never
of Influencer followers in
been harder to get noticed, today more than of consumers said they would Influencer followers say an
the U.S. and U.K. want
ever, people are after reliable figures unfollow an influencer over entertaining persona is a
influencers to be
disingenuous endorsements. desirable quality in influencers
trustworthy.

Out with old

in with TikTok creators 4

TikTok is designed to inspire with authentic and

creative TikToks. By revealing true moments from
theirs lives, our creators have audiences who
trust their endorsements and opinions on
products and brands. They are the real movers
and shakers. Together TikTok creators are raising
the bar and taking engagement off the charts.

Take a close look at TikTok

creator community
2020 Q1 Top 10 Content trends
5

DAILY LIFE
COMEDY
A creator community BASIC DANCE
with balanced POP CULTURE
gender ratio 52% 48% GAMES
Average VV Average VV
/ Creator: 1.9M / Creator: 2.8M RELATIONSHIP
FOOD & BEVERAGE
Q1 Average ❤
ANIMALS
Age Q1 Average
VV Count DRAMA
FANDOM
13-17 2 Million 294K
Cherishing
18-24 2 Million 281K
creator from
25-34 3 Million 393K all age Hailey Bieber
@haileybieber
35-44 3 Million 358K Followers: 4.4M

45-54 3 Million 361K

Rising Stars

55+ 3 Million 347K Marcelotwelve

@marcelotwelve
Followers: 2.8M
Region US EU JP IN AU SEA CEEIK MENAT
Shaping the
Average
culture in different VV 3 M 38 M 3M 2M 3M 9M 11M 22M
languages RK Raja
@rkraja4949
Average
559K 5 M 222K 237K 412K 795K 1M 1M Followers: 594.6K
❤ Count
1. Edelman, 10 TRENDS INFLUENCING 2020, 2020
2. Morning Consult, THE INFLUENCER REPORT, 2019
3. Edelman, The 2019 Edelman Trust Barometer, 2019
4. Influencer Marketing Hub, The State of Influencer Marketing 2020: Benchmark Report, 2020
5. TikTok Internal Data : PLEASE DO NOT SEND THESE INTERNAL DATA OUT AS A LEAVE BEHIND TO CLIENTS. 1ST DATA of our
community is sensitive information that can be shared with NDA clients and agencies verbally as you present this slide, but
should not be sent through as an attachment or as a leave behind. Please avoid sending physical files that show this breakout
 TikTok Confidential and Proprietary

The right creator can unlock the creative side of your business, become an extension of your
brand, and share your latest offerings in a campaign designed specifically for you.

01 Choose the right type of creator

Find your fit among those who can orchestrate your brand messaging across the marketing funnel
to drive conversion and brand love. The right mix of small- and large-scale creators can cater to
all your needs across the consumer journey. Leverage creators to reach larger audiences while
engaging true fans and speaking to your consumers as friends.

Tier 1 Tier 2 Tier 3

1M followers 500K – 1M followers 10K – 500K followers
Perfect for reaching a mass Great at providing high engagement, scalable Well equipped to engage real consumers at the
audience and shaping the cultural reach and steering conversations to highlight peer level and bring in big business impact
conversation. the features of a brand or product. with true influence, value, and diversity.
@charlidamelio

@sophiehannah
68.3M 896.8K 254.0K
@mkiii99

191.7M 188.8K 245K

Awareness
02 Set actionable goals Find creators who create catchy and entertaining
videos that feel native to TikTok while staying true to
According to Influencer Intelligence, of 63%1 their own style.
marketers face challenges in measuring the ROI at
the end. Therefore, align your objectives and goals Consideration
in the beginning. This will help determine successes Find creators to share reviews, how-tos, and demos for
and failures along the way and provide a clear people who turn to them for advice and inspiration.
picture of the ROI after each activity.
Conversion
Find creators who address the needs of people by
introducing your brand and product as a solution.

03 Identify your target audience

Look beyond your vertical
preferences to reach new sets
of audiences.

Look into creators’ TikTok profile and

leverage TCM to understand their
audience demographics, content
preferences and patterns of
engagement.

1.2M

363.3.K
Mercedes Benz collaborated with
@Suzionice , an ice skater to bring
their brand awareness campaign
#MBStarChallenge alive.

1: 1Unlocking Influence Report, Influencer Intelligence

 TikTok Confidential and Proprietary

04 Audit creator’s TikTok profile

TikTok creators are the lenses that show you how people feel and what they’re fascinated by. And
TikTok is designed for your brand to dive right in and join the most forward-thinking cultural
catalysts. Follow the creators and conduct extensive research into their profiles to determine if the
following align with your brand and goals.

Align on personality, Evaluate video

style, and tone of content
voice

Gauge how they Assess post

communicate frequency

05 Access creator’s equity on TikTok

(Look beyond followers)
TikTok is designed to fuel creativity and get discovered. Enrich your
TikToks with the trailblazing talent of our community’s favorite
creators, impact millions of fans, bring credibility
to and even shift brand perceptions. Reach out to our creator
monetization team or check out our TikTok Creator Marketplace to
learn about how TikTok creators can generate long-term value for The number of co-creations
your brand on TikTok and beyond. inspired by the creator defines
Magnetism the true scale of their
engagement, clout, and talent to
set viral trends on TikTok.

The video view average measures

a creator’s artistry in delivering
entertaining and creative content Virtuosity Momentum
that users love to watch and
respond to on TikTok.
The growth rate of a creator’s
fan base and content
performance communicates how
agile, creative, and relevant they
are as new trends emerge.
06 Reach out to understand a
creator’s persona
According to Influencer Intelligence, 53%
1 of marketers say their selection of the right
creator depends on how a creator and their values align with the brand. So, its very
important to understand talk to them and learn more before taking a final decision.

Ways to connect Points to discuss

• Sending a personalized and informal message via • Key values and passions that define them on TikTok.
TikTok is the best way to approach them. • Their expertise in creative collaborations.
• Leverage TCM to connect with whitelisted creators. • Evaluate their recent branded projects to ascertain their
delivery’s reach on TikTok and the results.

1: Unlocking Influence Report, Influencer Intelligence

 TikTok Confidential and Proprietary

Empower with creative freedom

TikTok is a place where brands come out to play. It’s time to zag. Empower creators
to distill your brand’s true value and infuse it in their own style.

Build upon their inventiveness Embrace the fresh and 8.4 M

by providing creative space unexpected by letting
which allows them to explore creators have fun with your @Glitterandlazers creating
branded content for Oreo’s
new avenues of expression product and develop a wholly in her own style that
for your brand. original campaign. matches xpectations of ther

Pull ahead at TikTok speed

audience.

Culture moves fast, TikTok moves faster—at a wider scale than ever before. We’re a
mad lab for virality, and your brand’s newest fans could be just one swipe away.

Keep the gears turning by Set the pace, win the race by
staying relatable and staying nimble on TikTok.
evolving with platform trends TikTok creators work fast— 1.2 M
and shape the cultural brands that keep the ball
conversation. rolling have a higher chance Lifebouy addressed COVID-
19 and created a campaign

Identify your winning formula

of seeing their campaigns go to emphasize proper
viral. handwashing.

Our platform is different from the rest. Let’s make sure your branded content is too.
Stop the scroll by being native to TikTok. Inspire creators to take their personas to
their maximum potential.

Meticulous delivery (Creative Basics) Creator’s Flair

Authentic voice to champion your
brand’s message,
Out-of-the-box creativity to set viral
The first 15 Design for sound trends and shape culture,
Stay vertical, go seconds are Loud and clear Ride the latest on with upbeat Trustworthiness to deeply engage
mobile first crucial, tell your CTA trends and catchy and form communities of active co-
brand story visuals
creators.

Collaborate the TikTok way

Get involved and participate! Don’t be shy. TikTok creators are ready to take your
idea from concept to completion. Just remember: Make fresh, entertaining, inspiring,
and out-of-the-box TikToks with them instead of boring ad fillers.

Pick music and build interactive Keep entertainment at the

effects that encourages core by injecting fun into your
creativity and lay the campaigns with a creator’s
foundation for your story. friendly style and tone of
voice, using TikTok’s built-in
creative functions.

Drop perfection and avoid Let creators build narrative 1.1 M

conventional polished threads with users by telling
endorsements that put the your brand’s story as a part @thedawndishsoap created
branded content for Cheetos
brand first. Be flawsome and of a trend shaped around that showed perfect mix of
build on ideas that people feel charming moments. People fun with a flawsome
storyline and catchy music.
relatable and let the sparks fly. will jump on board and build

Stay transparent
the campaign with you.

Disclose partnerships by ensuring creators Give credit to creators when using their branded
follow FTC guidelines. content on your TikTok account.

State ownership clause by clearly defining Negotiate product exclusivity clause before starting a
permissions for resharing and repurposing collaboration to prohibit a creator from forming
creator-generated videos. partnerships with competitors in the near future.
 TikTok Confidential and Proprietary

The TikTok Creator Marketplace is the only official platform for brand partners to explore our creator
community, make data-driven marketing decisions, and manage collaborations with creators on TikTok.
Currently available in 18 markets with 5,000+ creators.

Explore TikTok Creator Community

TCM Creator Profile

It provide detailed metrics to help brands
understand a creator’s portfolio, core metrics,
audience demographics, and performance trends.

TCM Advanced Search Feature

Instantly unlock creator’s cost, historical
performance, and video data. Perfect to find
and reach relevant creators for your campaign
from a quickly expanding creator pool.

Execute Creator Campaign Online

The updated TCM platform allows brands to manage creator campaigns fully online,
from content creation to post-campaign reporting.

TCM Management Platform

It integrates all things you want to track during creator campaigns. Brands
can review content scripts, approval deliverables, and permit video
publishing on TCM Campaign Management.

TCM Campaign Reporting Feature

It provides detailed campaign performance insights, including video views,
engagement numbers/rate, and an audience breakdown from all creators
in your campaign.

Branded Content Ads

Branded Content Ads are a new solution for advertisers to
promote the creator's native content as In-Feed ads, based on
the TCM and TikTok Ads platforms.

How Creator’s add value:

Utilizing creators’ branded content with the TCM platform, brands can now
leverage a creator’s authentic creativity in their marketing campaign.

How this ad format adds value:

Brands can use TikTok ads to add clickable elements on a creator’s video
and promote it with targeting (Video View objectives) and measurement
capabilities to drive better conversion results.