TikTok has more than 1 billion monthly active users worldwide. TikTok took the top spot for most downloaded app in the first three months of 2022<\/a>, beating Instagram and Facebook.<\/p>\n For digital marketers, Branded Mission enables brands to invite creators to contribute to a campaign \u2013 if they can create content that resonates both with their brand and their communities on TikTok. For example, brands can:<\/p>\n For creators, Branded Mission gives the broader creator ecosystem the opportunity to get selected by digital marketers to create branded content. For example,<\/p>\n Now, why do people watch TikTok videos?<\/p>\n Although many traditional marketers still think of it as a Gen Z platform for dance challenges, TikTok says people come to be inspired by a broad spectrum of diverse communities as well as to discover new brands, products, and ideas.<\/p>\n Creators who seem to have their finger on the pulse of the latest trends and appear to represent a new generation of storytellers are breaking boundaries of entertainment and defining culture.<\/p>\n So, if storytelling is actually what brings communities together on TikTok, then this has the potential to create a valuable opportunity for brands and creators to work together to create engaging content. TikTok thinks the participatory nature of the platform has created an entirely new way for brands to engage with creators and connect with diverse communities all around TikTok.<\/p>\n We\u2019ll see if they\u2019re right.<\/p>\n That\u2019s why TikTok has launched Branded Mission. It\u2019s a flanking attack on advertising agencies that believe Connected TV (CTV) has become the go-to spot for people to kick back and enjoy their favorite content. And, over 50% of ad-supported streaming watch time happens on YouTube CTV for people ages 18 and up, according to Nielsen.<\/p>\n TikTok doesn\u2019t have a CTV option, so they\u2019ve doubled down on inspiring brand and creator collaborations. To get an idea of how they are positioning Branded Mission, watch the overview that they\u2019ve uploaded to Vimeo.<\/p>\n\n
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