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TikTok to play influencer/brand matchmakerINTL

TikTok to play influencer/brand matchmaker

You know how the saying goes in today’s data-driven world… if you aren’t paying for the product, you are the product. Social video platform, TikTok, is giving a select group of influencer agencies VIP access to its data. The company’s already been making moves towards integrating e-commerce and brand advertising into its platform over the past few months. Its latest move towards commercialization comes with a new interface launch for brands and agencies.

The TikTok Creator Marketplace interface will allow companies to basically connect with influencers through a dedicated ‘marketplace’ — think of it as a job board for influencers. That’s not all, though, TikTok will also be giving marketing agencies (or companies that partner with influencers) exclusive access to first-party data such as audience demographics, growth trends, and other engagement metrics (likes, views, etc). This data is a goldmine for partnered companies as it’ll give them insights to better market to their own customers and platforms. Facebook (FB), Alphabet’s (GOOGL) YouTube, and Snapchat (SNAP) already have built-in platforms focused on creator-influencer interactions – TikTok’s entry could mean disruption for them.

why it matters

These in-house interfaces have democratized access to large brand partnerships for influencers while given marketing agencies useful data. However, data and Chinese tech companies in the US haven't been gelling well together these days (under the backdrop of China’s tech crackdown), so it’ll be interesting to see whether this brings up any regulatory issues.