TikTok’s latest tool helps launch various creators into brand advertising

TikTok has announced a new tool that will help connect brands with diverse talent.

Branded Mission allows emerging and aspiring creators to respond to ad serving calls directly within the app.

For brands, the conflict lies in genuinely including minority people in their marketing materials, and it has been noted that brands often rely on real-world trends without accurately rewarding the communities that created them. .

Now, the end-to-end option for creators and brands is getting a simultaneous launch in 12 countries, with plans to expand to more markets by the end of the year.

Chris Kenna, CEO and co-founder of Brand Advance, who helped launch the tool, believes it allows brands to move away from the pernicious issue of “cultural marketing”. – a term he says should be retired due to its selective application. “It’s called cultural marketing for you [but] it is [just] again called marketing for you, and cultural marketing for you again. Well, actually, unless you’re advertising to all of us who can afford the product, that’s just marketing. Anything else than that is just bad marketing.

It follows tests with OMD partner agencies, who have used the tool to fine-tune some of their campaigns. Cristina Sagarduy is Chief Performance Officer of OMD EMEA, and notes that successfully rolling out the tool requires agencies to think about their own values ​​in a practical way. “You asked me about some of our culture, planning and organization knowledge, I think it was reactive. For example, we have to be behind all the topics that are also important for brands and audiences. And inclusion and sustainability and how we consider all of that in planning is hugely important. And we do regular training and certifications for people across the agency.”

The portal allows these emerging creators to submit up to three short listings for consideration – although brands should be encouraged to choose as many as possible. TikTok’s European GBS manager, Stuart Flint, said the tool will also allow more brands to opt in to using influencers in their advertising. “Automatically, when you think about it, you say to yourself ‘oh, it’s going to be for a big brand’, like BMW for example. But the reality is that I think it’s open to everyone. And so you can have small and medium-sized companies that are doing really well, that are a little more localized, potentially, that may want to work with creators.”

Once ads are selected and deployed as paid ads on the TikTok platform, individual creators will receive direct payment for their work. The portal also allows for follow-up conversations between the brand and the creator should the brand seek to retain them for future work.

Branded Mission is also seeking to reassure advertisers that viable creators will need to pass TikTok’s existing brand safety tests.

TikTok states that with Branded Mission, it refrains from offering concrete demographic targets because it would go against the tool’s ethics. He notes, however, that his existing suite of advertising options allows brands to buy audiences in a more traditional way. Flint explains, “Removing bias was a key design principle for the product. Thus, thanks to this product, we dondo not track targeting. On the creator side, the brief submitted by an advertiser is sent to our creator community, so they can receive submissions from a wide range.

“Of course, this applies to diversity in terms of ethnicity and gender. But it goes further. If you remember the Ocean Spray campaign, remember the guy on a skateboard, he would never have been cast. If they had done like good publicity, it would never happen.

Branded Mission could still allow brands to circumvent true representation in several ways: it’s still up to the brands themselves to choose the creators they work with. Despite this, direct payments to emerging creators and the simple fact that the option is available is a step towards a more representative ecosystem of influencers.

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