As part of TikTok’s Creator Marketplace update, talent managers can now oversee and analyze brand opportunities and campaigns presented to their clients through “Talent Manager Portal”, making it easier for brands to work with its biggest creators.
With the new service, talent managers can manage deals, negotiate contracts on their talent’s behalf, and receive creative feedback on the Creator Marketplace and review various metrics about a campaign’s performance. The expansion allows TikTok to serve the needs of creators with tens or hundreds of thousands of followers and those “celebrity-level” creators, as well.
The company has confirmed that TikTok’s Talent Manager Portal is in alpha testing right now. The free service has several agencies already signed up but the names of specific testers cannot currently be shared. Moreover, TikTok revealed that the talent managers will have access only to their client’s Marketplace accounts not the creators’ full TikTok accounts.
On the other side, brands can work with talent by reaching out directly or through “application campaigns.”Creators can also pitch themselves based on a brief created by the company. Using natural language processing and artificial intelligence, the marketplace’s match tool maps creators to briefs based on the content they post, further automating the process.
TikTok says that brands that work with creators have a 26 percent increase in brand favorability, 22% more brand recommendations, and 71% more TikTok users are motivated to buy from a brand by the creator’s authenticity.
