TikTok Launches Branded Mission, A New Way To Crowdsource Creative

TikTok has a new brand mission! This week, the social media app launched its first global campaign to crowdsource creative ideas and raise awareness of mental health.

TikTok has launched a new way to crowdsource creative. The platform is called “Branded Mission”. It allows users to create a mission and offer rewards for completing it. Read more in detail here: tiktok creative insights.

TikTok launched Branded Mission this morning, on a day when much of Madison Avenue was focused on the TV Upfronts. It’s a unique (and subversive) approach for marketers to get original (and creative) content from the TikTok community.

Branded Mission gives artists the ability to work directly with businesses to generate (and monetize) marketing material.

This launch demonstrates TikTok’s willingness to give digital advertisers with new methods to target Gen Z and millennial audiences – with or without the help of an advertising agency of record (AOR) – while also allowing artists to monetize their work on the platform.

As a result, it removes the need to work with one of the hundreds of influencer marketing companies and organizations that have sprung up.

What a great way to take out the middleman! So, how would TikTok’s digital disintermediation affect you?

The devil, as is frequently the case, is in the details.

TikTok’s Branded Mission in Detail

TikTok has over 1 billion monthly active users throughout the globe. In the first three months of 2022, TikTok surpassed Instagram and Facebook as the most downloaded app.

Branded Mission allows digital marketers to ask artists to participate in a campaign if they can generate content that connects with both their brand and their TikTok community. Brands may, for example:

  • Participate in sponsored campaigns by engaging the community.
  • Allow artists to convey the most real brand narrative possible.
  • On TikTok, you’ll find a rich ecology of artists who are the key drivers of culture.

For creators, Branded Mission offers the chance to be chosen by digital marketers to develop branded content. For instance,

  • All creators over the age of 18 with over 1,000 followers will be able to participate in a Branded Mission, giving them even more ways to generate money on TikTok.
  • Creators whose films are chosen as advertising by the brand will see an increase in traffic and will be eligible for TikTok’s ad revenue sharing scheme, which was unveiled two weeks ago at IAB NewFronts.

What motivates people to watch TikTok videos?

Although many conventional marketers still conceive of it as a Gen Z platform for dancing challenges, TikTok claims that individuals use it to be inspired by a wide range of communities as well as to find new companies, products, and ideas.

Creators who seem to have their finger on the pulse of current events and represent a new generation of storytellers are pushing the frontiers of entertainment and shaping society.

If narrative is what pulls TikTok communities together, then this has the potential to be a significant platform for marketers and producers to collaborate on interesting content. TikTok believes that the platform’s participatory nature has given advertisers a totally new method to interact with creators and connect with varied communities all over the world.

We’ll find out whether they’re correct.

TikTok has responded by launching Branded Mission. It’s a counter-offensive against ad agencies that feel Connected TV (CTV) has become the go-to place for individuals to relax and watch their favorite shows. According to Nielsen, YouTube CTV accounts for more than half of all ad-supported streaming view time for users aged 18 and older.

Because TikTok lacks a CTV option, they’ve redoubled their efforts to inspire brand and creative partnerships. Watch the overview they’ve put on Vimeo to get a sense of how they’re marketing Branded Mission.

TikTok claims that:

“Branded Mission is an industry-first ad solution that allows marketers to crowdsource original content from TikTok artists, transform top-performing videos into commercials, and boost brand affinity through media impressions,” according to the company.

To put it another way, it’s a new approach for businesses and artists to cooperate on branded content creation.

Now, if businesses are interested in doing so, this new matching tool has the ability to help them find budding artists throughout TikTok. Some companies will put their money where their mouth is, while others will wait and see what happens. As a result, it’s tough to say if Branded Mission will catch on as rapidly as TikTok.

Discovering Co-Power Creation’s and Creativity

Up until last week, the most successful companies on TikTok were those who spent time watching and listening to the TikTok community before connecting with particular producers.

If – and only if – businesses are prepared to empower artists they haven’t previously vetted to contribute to a campaign, Branded Mission has the ability to bring more brands closer to TikTok communities.

Challenger brands, I believe, are the most likely to fulfill this description. I anticipate the majority of market leaders and niche companies to wait and see what happens next. A similar occurrence, I believe, will occur on the creator side of the matching process.

Nano-influencers (1,000 to 10,000 followers) and micro-influencers (1,000 to 10,000 followers) are the most likely creators to check out a competitor brand’s Branded Mission page to see whether it provides a possibility to monetise their next video (10,000 to 100,000 followers). And I predict the majority of macro (100,000 to 1 million followers) and mega (above 1 million followers) influencers will wait and see what happens next.

This might make Branded Mission’s early days as uncomfortable as a middle school dance. However, it may provide some unexpected outcomes. Who knows, things might swiftly escalate.

Branded Mission is presently in beta testing and is only accessible to brands and marketers in a dozen global locations. However, TikTok anticipates that Branded Mission will be accessible in more areas beginning in late 2022.

TikTok Launches Branded Mission, A New Way To Crowdsource Creative


VidEst/Shutterstock/Featured Image

Tiktok is a social media app that lets users create short videos. The company has recently launched an initiative called “Branded Mission.” This new way to crowdsource creative allows brands to create missions for their followers, and then give them the tools necessary to complete it. Reference: how to build community on tiktok.

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