TikTok goes after nanoinfluencers with its latest ad product

  • TikTok is testing a new ad format that allows nano-influencers to join content challenges for brands.
  • Brands post “missions” that invite creators with at least 1,000 followers to make videos on their behalf.
  • Participants whose videos perform well receive cash compensation and enhanced views on their accounts.

TikTok is testing a new advertising product that allows users with as few as 1,000 followers to get paid for making sponsored videos, the company announced Wednesday.

The feature, called “Brand Missions,” rewards creators with cash payments for making a certain style of video that a brand describes in a campaign summary.

Brands set “mission requirements” that prompt participants to take an action like dancing, including a certain hashtag, adding a branding effect, incorporating a product or logo into a video, or adding a song to a post. If a user’s video performs well and is deemed brand-safe by TikTok, the company will amplify the post as a sponsored ad and the creator will receive a cash payment.

Creators will be able to see the potential earning opportunity up front to determine if they want to participate in a quest. In a mockup of the feature featured in a video shared with Insider, creators are shown what percentage of the campaign budget remains with a description that tells them they’ll be paid on a first-come, first-served basis.

When asked if all creator payments would be distributed on a first-come, first-served basis, a TikTok spokesperson said the company is testing different models and “boosted traffic” will also be considered a form of compensation.

For brands, it is a way to take advantage of viral content on the platform. TikTok is unique in that the many successful moments for brands seem to take off by chance, like Ocean Spray drawing attention for a viral skateboard video.

Branded Missions is currently being tested in more than a dozen markets by creators who are at least 18 years old and have at least 1,000 followers.

Why sponsored ‘challenges’ are taking off on TikTok

TikTok is not the first to test crowdsourcing ad campaigns on its platform.

Startups like Pearpop and Preffy (owned by music marketer Songfluencer) launched similar tools last year that reward creators for participating in TikTok challenges. Users of those two platforms are paid on a sliding scale based on the number of views or likes they get.

In a current Preffy contest intended to promote the song “El Teke Teke” by Carlos Vives, Play-N-Skillz and the Black Eyed Peas, creators are offered $150 if their TikTok video is in the top 5 most likes. ” among all. Participants. In a different campaign on Pearpop’s platform, shoe rental brand KYX World is paying participants based on the number of views their videos generate.

TikTok’s move to the video “challenge” format shows how important user-generated content has become for brands on its platform.

Hiring traditional influencers for campaigns has recently become more expensive for marketers. And as TikTok’s user base has ballooned to more than a billion monthly users worldwide, it’s become difficult for brands to predict whether a top influencer’s sponsored video will be able to break the noise.

“The initial form

influencer marketing

would work would be to go and pay some people with a lot of followers, but it would be like throwing some big logs on a non-existent fire,” Pearpop co-founder Cole Mason told Insider in September. “With challenges, there’s a way to really start the fire”.

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