For more than a decade, when advertisers wanted to reach the young audiences of popular internet personalities, they reached out to marketing agencies to broker deals or just contacted the creators directly. In the past two years, TikTok, Snap and Instagram have stepped into the fray, rolling out tech-driven marketplaces designed to pair sponsors and influencers.
On Tuesday, TikTok said it had expanded its creator marketplace, launched as a test in 2019, to creators that meet its eligibility requirements and apply. It offers a portal where, for instance, a skincare company can search for beauty gurus. Advertisers will also be able to post summaries of their campaigns so that creators can apply to be involved.