TikTok continues to ramp up its initiatives to create more brand deals and get creators paid, and this time, it’s introducing a new element in its Creator Marketplace that’ll allow talent managers to assess the brand opportunities being offered to their clients. Despite the unpopularity of short-form as a direct monetization pathway, TikTok has reveled in the abundance of brand deals that it’s able to create and sustain. Now, it’s adding yet another element to its already-impressive list of collaborative choices.

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As TechCrunch reports, TikTok’s adding a new’ Talent Manager’ element to its Creator Marketplace, where agents and representatives will be able to oversee brand deals for their clients. This new portal would allow agents to manage all aspects of their clients’ listings, including any brand deals being offered through its marketplace app.

For obvious reasons, agents won’t have access to the creators’ actual TikTok account, but the platform will enable them to manage how their talent is being displayed to brands, which could help to refine and improve their sponsored content pitch.

This mainly gives TikTok another way to get its top creators and biggest stars paid. As mentioned earlier, monetizing short-form video is more challenging than the traditional format due to its inability to integrate pre- and mid-roll ads, barring direct monetization for such content. As an alternative, TikTok relied on facilitating brand deals to further boost and make its offer more attractive to its top talent. At the very least, this new addition does offer extra partial funding on top of its Creator Fund.

TikTok’s also working to add more monetization options via eCommerce and in-stream shopping, but as we all might have surmised by now, both elements haven’t really caught on yet, at least not as much as they have primarily in Eastern markets. This remains a key push for TikTok, which, given the current circumstances, is really its only hope if it means to out-revenue the likes of YouTube and Instagram.

The Wrap

Facilitating brand deals, especially with their biggest stars, is a key consideration. With so many TikTok stars now becoming major celebrities, it does make sense to provide more ways to help manage said creators. TikTok says that its new Talent Manager platform is still in the early testing phases and is limited to only a handful of select agencies. If it ever reaches the beta stages, then it should be open to more testers.

If this ever does make it to the live platform, then it could boost TikTok’s standing by a respectable amount, at least in terms of competitive monetization. Of course, it won’t breakneck things against YouTube, but it should help stem the tide of creators jumping the fence.

Sources 

http://bit.ly/3iDOQ6o