You know how the saying goes in today's data-driven world… if you aren’t paying for the product, you are the product. Social video platform, TikTok, is giving a select group of influencer agencies VIP access to its data. The company’s already been making moves towards integrating e-commerce and brand advertising into its platform over the past few months. Its latest move towards commercialization comes with a new interface launch for brands and agencies.
The TikTok Creator Marketplace interface will allow companies to basically connect with influencers through a dedicated ‘marketplace’ — think of it as a job board for influencers. That’s not all, though, TikTok will also be giving marketing agencies (or companies that partner with influencers) exclusive access to first-party data such as audience demographics, growth trends, and other engagement metrics (likes, views, etc). This data is a goldmine for partnered companies as it’ll give them insights to better market to their own customers and platforms. Facebook (FB), Alphabet’s (GOOGL) YouTube, and Snapchat (SNAP) already have built-in platforms focused on creator-influencer interactions – TikTok’s entry could mean disruption for them.