How to build successful creator partnerships on TikTok

Maya Yegorova

Brands that want to leverage ad partnerships with creators on TikTok, the short-form video app, can implement various strategies to improve their chances of success.

Brands seeking to maximize their TikTok creator partnerships can tap into a variety of tactics – including a desire for community, authenticity, and solution-oriented content – to successfully engage with users.

These insights were drawn from numerous studies conducted by TikTok, and several research partners, in various markets. More than 23,000 consumers featured in the analyses overall, which collectively drew on several techniques, ranging from eye-tracking to quantitative surveys.

More specifically, it was revealed that:

  • 65% of the platform’s users “always rely on online reviews and creator recommendations” when deciding what to buy online;
  • 60% reported that TikTok creators are...

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