TikTok has recently launched a groundbreaking advertising solution called Branded Mission, which offers an incredible opportunity for brands to crowdsource authentic content from creators on TikTok, boost top-performing videos as ads, and drive media impressions. As a content marketer, I am excited to share this new feature with you, as it has the potential to revolutionize the way brands engage with their audience on TikTok..
Why Branded Mission Matters:
Branded Mission is a unique, three-in-one advertising solution that empowers brands to co-create authentic branded content while giving advertisers the ability to boost the videos that align best with their brand. This allows brands to connect with TikTok's talented creators and build authentic relationships with their audience, ultimately leading to better engagement, increased brand familiarity, and higher purchase intent.
For creators, there are clear benefits, including a cash payment from the TikTok creator fund and boosted traffic. With Branded Mission, TikTok is bringing even more creators into the branded content ecosystem and explore ways to reward emerging and established creators. Eligible creators whose videos are selected as ads in a Branded Mission will get a cash payment and boosted traffic.
How Branded Mission Works:
The Branded Mission process begins when advertisers select the requirements for their campaign, and creators can then accept by submitting videos in line with those requirements. The top-performing videos will surface as a shortlist for advertisers to select as their choice for the most brand-relevant video. This becomes the media campaign, seen as an In-Feed Ad. Creators whose videos are selected by the brand as ads will receive boosted traffic from the advertiser and a cash payment from TikTok.
Success Stories and Results:
Branding campaigns bundled with Branded Mission see incremental lift in Brand Lift Study performance in the following areas: up to 9.2% increase in brand familiarity, up to 37.8% increase in purchase intent, up to 11.9% increase in awareness, and up to 29% lift in engagement rate. Creators whose videos were selected and boosted as part of a Branded Mission saw a 41.8% growth in followers. More than 70% of all invited creators indicate that they are somewhat likely to participate in TikTok Branded Mission in the next three months.
ASOS Uses Branded Mission to Recognize and Reward Creators
ASOS was blown away by the creators' incredible transformations for the #ASOSAlterEgo challenge. The Branded Mission allowed the brand to recognize this talent and reward creators with eyes on their content in a way that hasn’t been possible in this space before. A win-win which clearly impacted the campaign’s results.
In conclusion, TikTok's innovative and forward-thinking approach to advertising is setting it apart from its competitors. With the launch of Branded Mission and the other advertising solutions, TikTok is providing marketers with powerful tools to reach their target audiences faster and more effectively. By constantly innovating and introducing new features, TikTok is maintaining its position as a key channel for brand growth with the Gen Z market in 2023 and beyond. With its unparalleled ability to connect brands with authentic, engaging content creators and build genuine relationships with audiences, TikTok is truly at the forefront of modern marketing. It's clear that the platform will continue to lead the way in providing innovative ad solutions that empower marketers to connect with their target audiences in new and exciting ways.