[eMarketer] TikTok’s creator marketplace push is likely to capture more of advertisers’ budgets

TikTok announced a flurry of updates during TikTok World, but changes to the TikTok Creator Marketplace (TTCM) could have the biggest consequences in the long run.

The ByteDance-owned platform also introduced an in-app integration that lets users purchase movie tickets, shopping ad updates, and Focused View, a replacement for its Video View ad objective.

TikTok Creator Marketplace (TTCM)—a partnership-matching platform that links brands and agencies with more than 800,000 skilled artists worldwide—will help companies locate creators more easily, improve campaign effectiveness, and reduce friction for both advertisers and creators.

With ad budget scrutiny making measurement more critical than ever, some of TTCM’s updates understandably focused on measurement and attribution.

eMarketer says that more social media players are realizing that creators are not only a great way to keep users on their platforms—they’re also a good way to encourage incremental ad spend.

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