TikTok announced that it’s launching a new ad product called “Branded Mission” that will allow creators to connect with brands and possibly receive rewards for videos, TechCrunch reported. According to TechCrunch, with this new ad product, advertisers can crowdsource content from creators and turn top-performing videos into ads.
TikTok posted in its newsroom more information about “Branded Mission”. From the post:
…To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.
According to TikTok, this new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are part of a brand campaign and helps brands discover emerging creators across TikTok.
By using Branded Mission, advertisers can:
Engage the community to participate in branded campaigns: Brands can develop a brief and release it to the creator community to participate in the Branded Mission.
Let creators tell the most relatable brand story in an authentic way: TikTok creators can decide what Branded Missions they are inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.
Discover a diverse ecosystem of creators who are the main drivers of culture on TikTok: Brands now have more opportunities to discover and engage with a broad ecosystem of creative and talented creators. Creators who are at least 18 years old with more than 1,000 followers will be eligible to participate in a Branded Mission.
According to TikTok, eligible creators whose videos are selected by the brand as ads will benefit from a cash payment and boosted traffic. On each Branded Mission page, creators will see the potential earning opportunity before choosing to participate.
It is worth noting that the Federal Trade Commission (FTC) makes it clear that creators have the responsibility to disclose that their content is an advertisement – not the brands responsibility.
“If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (“material connection”) with the brand. A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.”
I think it is a good idea for TikTok to enable a connection between brands and creators. I like that the brands have to be upfront about how much they are willing to pay a creator for allowing the brand to use their creative content. TikTok creators who are looking for a way to increase their income might be ready to create ads for brands.
On the other hand, it is entirely possible that the Branded Mission ads might fail. If the creators do the right thing, and disclose that this is an ad, it could make people decided not to watch it. Some people are going to reject that content specifically because it is yet another ad. In general, people tend to avoid ads as much as possible.