This just in: TikTok's latest feature is making it easier for creators to partner with brands (and vice versa).
With the Talent Manager Portal, TikTok creators can invite talent managers to oversee, manage, and execute brand partnerships on their behalf.
We're breaking down why TikTok's Talent Manager Portal is a logical move for the platform and how it'll help creators better streamline their collaborations.
What is TikTok’s Talent Manager Portal?
As an update to TikTok’s Creator Marketplace, the new Talent Manager Portal lets talent managers negotiate contracts on the behalf of creators.
Once a talent manager logs into TikTok’s Talent Manager Portal, they’ll have the ability to:
Manage deal flow
Handle creative feedback
Review report metrics on campaign performances
Control creator content that’s displayed to brands
While the portal is in alpha testing right now, a variety of agencies are currently included in the test group.
TikTok has also confirmed to TechCrunch that talent managers will not have access to creator accounts.
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How Does TikTok’s Talent Manager Portal Help Creators?
According to TechCrunch, TikTok’s focus on creator-branded content is a priority in 2023.
Why? Brands have seen a 26% lift in favorability and a 22% increase in recommendations when working with creators.
In other words, TikTok users trust creators and they'll buy the products they mention (or promote):
This makes the Talent Manager Portal tool a logical move for the platform.
Not only does it help up-and-coming creators who may have just signed to an agency, it also caters to top creators like TikTok star Khaby Lame.
Having a talent manager negotiate deals on his behalf would let him focus on creating content and engaging with his community:
Between TikTok’s Creator Fund and its Pulse program, the platform continues to develop new ways for creators to make money.
And while its Talent Manager Portal is its latest monetization feature, we bet it won't be its last — especially as it competes with other platforms (we’re looking at you, YouTube) for creator buy-in.
We'll keep you posted.
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