TikTok is making it more accessible for brands and agencies to collaborate with influencers who use the platform. The company is launching a new “TikTok Creator Marketplace API,” which will allow marketing firms to interface more directly with TikTok’s Creator Marketplace. Launched in 2019, the Creator Marketplace is the video app’s in-house influencer marketing platform.
Key takeaways:
- The new API gives partnered companies access for the first time to TikTok’s first-party data.
- TikTok’s first-party data includes audience demographics, growth patterns, best-performing videos, and real-time campaign analytics.
- TikTok will not make the API public until later in September, but it allows its alpha partners to discuss their early work.