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On Fri, 28 Feb, 4:02 PM UTC
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TikTok Creator Marketplace is shutting down and being replaced by AI-packed TikTok One
The TikTok Creator Marketplace is being replaced with something new. Credit: Chesnot / Getty Images TikTok is officially shuttering its Creator Marketplace on March 1 in favor of its AI-packed TikTok One platform. According to TechCrunch, creators will no longer be able to create or be invited to new ad campaigns starting Saturday. The marketplace, which connects advertisers with creators for sponsorships and branded content, will shut down altogether on April 1. Instead, users will be redirected TikTok One, a newer platform that replaces Creator Marketplace and also offers a host of generative AI tools for advertisers. TikTok One launched last May as a "one-stop shop" for brands to "access TikTok creators, production partners, and insights," according to the announcement. In addition to finding creators for ad campaigns, the platform has an assistant called Symphony that uses generative AI to write scripts, translate audio into different languages with AI voice dubbing, and even use AI-generated avatars of creators. The success of the original Creator Marketplace was a bit of a mixed bag for creators. While it helped influencers monetize their content, some felt it wasn't worth the effort. A Business Insider report said some creators found it exploitative since brands set the rate, which preys on less experienced creators. Some creators found the lowballed rates and offers of gift cards or credit in lieu of cash payment were not "worth the hassle." The new platform could create even more challenges since creators might be competing with AI-generated avatars in the already competitive landscape. There is also the well-established issue of AI hallucinations, which could impact the quality or credibility of campaigns (even though plenty of people use AI for TikTok videos outside of TikTok's official tools). Ahead of the Creator Marketplace shutdown, users are advised to migrate their data to TikTok One.
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TikTok sunsets its creator marketplace for TikTok One, a broader solution with AI tools | TechCrunch
TikTok is preparing to sunset its creator marketplace in favor of a new, more expanded experience, the company has informed businesses and creators via email. The online platform, which connects brands with creators for collaborating on ads and other sponsorships, will stop allowing creator invitations or the creation of new campaigns as of Saturday the company says. On April 1, the Creator Marketplace will be fully shut down, and the website will redirect visitors to the new TikTok One creative platform instead. While the standalone marketplace is going away, TikTok will continue to offer ways for brands and creators to connect through the TikTok One platform. In addition, the service will help video creators find inspiration, research trends, and connect with other experts for help with "native-looking" TikTok videos for their ad campaigns. The site included TikTok trend tracker points to top trends, as well as top user-generated content, creators, hashtags, and songs. It also offers tips on how to use TikTok creative tools, ad products, and business accounts, among other things. AI-enabled features are a part of TikTok One, too. For instance, as a part of the transition, TikTok's Video Generator tool, which offers an online editor where people can upload videos and add music, will also be shutting down. According to TikTok's website, the tool will no longer be available on the TikTok Creative Center as of Friday. Instead, users are being redirected to TikTok's AI-powered Symphony Creative Studio. Here, marketers can access a new AI assistant, the Symphony Assistant, that can help them to summarize trends, create TikTok-native scripts, brainstorm ideas, and more. They'll also be able to create TikTok-style videos using AI inputs. In some cases, the AI may remix the brand's existing footage and in other cases, digital avatars may be used to sell the product. Videos can also be enhanced with captions, voices, music, and stickers and localized to other languages. AI-powered Symphony features extend to TikTok's Ads Manager where marketers can generate ads with a few inputs, then optimize those ads with the provided suggestions. Plus, they can make additional edits using other AI-powered features. Another creative tool, the Script Generator, can create a TikTok video script after the advertiser enters relevant information like the product name, description, and related industry, among other things. Ahead of the Creator Marketplace shutdown, TikTok is encouraging advertisers to migrate their data from the site (or another dashboard called the TikTok Creative Challenge) to TikTok One.
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TikTok's Creator Marketplace is dead, and AI tools are taking its place
YouTube's unblockable ads seen again as Google changes stance on extensions Summary TikTok's Creator Marketplace is closing, with AI tools taking its place for marketing collaborations. The transition to TikTok One offers advertisers access to AI-powered tools for script generation and video creation. Users are advised to migrate their data to TikTok One before the Creator Marketplace shutdown is complete. TikTok has been at the pinnacle of short-form video since it popularized the idea which was immediately copied by other social media apps, including Instagram's Reels as well as YouTube's Shorts. However, TikTok has been in the US government's crosshairs recently, given its direct ties to Chinese businesses. While the future of the app's US operations still hangs in the balance, creators now need to worry about another change, with the Creator Marketplace going away soon, and AI tools taking its place. Related There's a new way to download TikTok, free from the Play Store's shackles Head to the TikTok website Posts 4 TikTok's Creator Marketplace is a tool available on the app so frequent uploaders can contact brands to work together for endorsements, sponsorships, and other opportunities. However, in a recent email to creators, the social app said that starting March 1, brands will not be allowed to create new campaigns or creator invitations (via TechCrunch). The Creator Marketplace shutdown will complete on April 1, completing the transition to TikTok One. Users trying to access the old pages after the cutoff date will be redirected to TikTok One as well. This replacement was first introduced in May last year. It is TikTok's idea of a central platform where advertisers can discover new creators to partner with, use creative tools to run their campaigns on the app, and access all the pertinent metrics for said campaigns. Most of the features should resemble what is available on the outgoing Marketplace. Like most current-day solutions, TikTok One is packed to the gills with AI, though. TikTok One is a hub for marketing through the app Creators, corporations, and AI Source: Unsplash For instance, TikTok One includes Script Generator, an AI-powered tool that generates a script for a short video based on a prompt from the advertiser that includes key information such as the product name, description, and operational industry. Additionally, TikTok One is also a gateway to another AI tool called Symphony Assistant within the Symphony Creative Studio. It can create TikTok videos using AI by fusing advertiser prompts with digital avatars and sometimes even older videos from the brand. Symphony also summarizes trends on the app for better targeted marketing and ideation, besides direct integration with the Ads Manager dashboard where businesses can create ads and optimize the results or customize them for different locales. The Creator Marketplace shutdown is already underway, and TikTok's email reportedly suggests users migrate their existing data to other in-app dashboards or TikTok One before the end date.
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TikTok is shutting down its Creator Marketplace and transitioning to TikTok One, a new platform that integrates AI tools for content creation and brand collaborations.
TikTok, the popular short-form video app, is making a significant shift in its creator ecosystem by shutting down its Creator Marketplace in favor of a new AI-integrated platform called TikTok One. This transition marks a notable change in how creators and brands will collaborate on the platform, with artificial intelligence playing a central role in content creation and advertising 1.
The phaseout of the Creator Marketplace will occur in two stages:
TikTok is advising users to migrate their existing data to TikTok One or other in-app dashboards before the final shutdown date 3.
TikTok One, launched in May 2024, is positioned as a "one-stop shop" for brands to access creators, production partners, and insights 1. This new platform integrates several AI-powered tools designed to streamline the content creation and advertising process:
The transition to TikTok One presents both opportunities and challenges for creators and advertisers:
The original Creator Marketplace had received mixed reviews from creators:
As TikTok transitions to this new AI-powered ecosystem, it remains to be seen how these issues will be addressed and how the platform will balance the interests of creators, brands, and its own technological advancements.
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TikTok has made its AI-driven ad creation tool, Symphony Creative Studio, available to all advertisers globally. The platform has also partnered with Getty Images to integrate licensed content into the tool, enabling the creation of AI-generated ads with authentic visuals.
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