TikTok Launches Talent Manager Portal To Give Brands Creator Oversight

TikTok Launches Talent Manager Portal To Give Brands Creator Oversight
Tom Fogden
By Tom Fogden



TikTok has launched a new Talent Manager Portal as part of its Creator Marketplace that lets talent managers oversee deal flow, negotiate contracts on behalf of their talent, handle feedback, and view reports on campaign performance.

The Talent Manager Portal is currently in alpha testing in the US, Canada, and the UK but a TikTok spokesperson confirmed that the portal will be opening in Australia and New Zealand later this year.

Several agencies are reported to have already signed up. However, TikTok told The Verge that it was unable to reveal the names of those agencies.

In a relief for famous TikTokers, talent managers will only have access to their client’s marketplace accounts, not their actual TikTok accounts — meaning any drunken DMs will remain safe.

The system aims to complement the Creator Marketplace’s existing offerings and targets brands that want to double-down on creator-led advertising. TikTok said that this form of advertising delivers a 71 per cent higher ad recall than regular advertising on the platform.

The Creator Marketplace also allows brands to curate creators by keywords, the type of content posted, and filter by metrics such as audience size and makeup.

Once a suitable creator has been found, brands can then choose to send them a “direct invitation” for a campaign or spread the net wider with an “application campaign” which will see creators pitch themselves for the work. The marketplace’s match tool also uses AI and natural language processing to map map creators to briefs based on their content.

“To help further the connection between brands and creators, we launched the Talent Manager Portal for TTCM that allows talent managers to oversee, execute and analyse TTCM brand opportunities and campaigns from start to finish on one, easy-to-use platform,” said TikTok in a statement.

“With creator authorization, talent managers can act on behalf of creators to manage deal flow, negotiate contracts, handle creative feedback, review reporting metrics and more.”

TikTok did not say how long its new Talent Manager Portal would remain in alpha testing before launching more publicly.

Updated with clarifications on Talent Manager Portal in Australia and New Zealand from TikTok.




Please login with linkedin to comment

Creators TikTok

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]