Brands should know these announcements from TikTok's global event

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On October 13, 2022, TikTok opened its second Global Product Summit. The TikTok World Event for Brands brings together the TikTok community and gives brands promotional tips. Especially due to the rapid growth of the app, many brands want to use TikTok for their influencer marketing campaigns. Read the news from the TikTok World Event for Brands here.


Key points
Enhanced features for TikTok’s creator marketplace will enable brands to gain more insights into audience analytics, the performance of their influencer marketing campaigns, and more. These include:
New search and recommendation features
Invitation links
Game Anchors and Comments
Post-campaign reports
E-commerce is in the spotlight: monetization options are to be improved with “Focus View” and cinema is to be made more interesting for young audiences again with “Showtime Ads”.

The TikTok World event was primarily aimed at brands, as the Chinese company wanted to highlight how valuable the app can be for brands targeting Gen Z.

Read more about Gen Z influencer marketing , what makes the r&d directors email database generation tick, what their interests are, and how brands can best target them on the Kolsquare blog.

TikTok highlights that 73% of users say they have a deeper connection with the brands they interact with on TikTok. Additionally, brands are 40% more likely to be remembered through TikTok compared to other platforms. With 15% of product discoveries on TikTok, the app is the fastest-growing channel. Compared to the performance of NCS campaigns, campaigns on TikTok double the return on ad spend (ROAS) on average .

How brands are using TikTok's marketplace to their advantage
TikTok recently released data from collaborative studies to encourage brands to advertise on the app and partner with TikTok creators.

Using Hotspex, TikTok found that 71% of users would purchase products from a brand if they were authentically recommended by creators.
With Kantar , TikTok found that influencer marketing on TikTok can significantly increase brand value and double engagement rates and dwell times.
After being criticized many times for its inadequate or non-existent content monetization options for influencers, TikTok is working to “ develop solutions that bring even more creatives into the ecosystem and facilitate collaboration between brands and creatives .”

The TikTok Creator Marketplace (TTCM) is the official branded content collaboration