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| Tik Tok secretly evaluates the performance of influencers for business purposes |
According to a report by MarketWatch, the short video sharing service Tik Tok is secretly developing a new system that will rate the performance of influencers based on certain factors, such as their enthusiasm and willingness to promote a product.
Internal documents show that TikTok has discussed plans to provide highly confidential creator results to its business partners.
After the popularity of the Tik Tok app, the company that developed it wanted to turn that popularity into a sustainable business and monetize it. The company specifically focuses on providing a purchasing platform that allows users to purchase products directly from the app. .
Tik Tok wants to attract business there
According to the report, TikTok detailed its plans in confidential documents it shared with retailers and brands. Through reviews, the company aims to help business partners discover content creators who can best promote their products.
According to the report, the company ranks content creators based on a number of metrics, such as the collaboration index, which measures creators' motivation to work with brands, and the care index, which measures their willingness to promote more buyable items. products in their publications.
TikTok shared a list of potential business partners that ranked content creators based on their impact on specific product categories, how much content they produce, the effectiveness of the content, and how the video generated sales. Influencers are also ranked according to their level of "collaboration" and "consistency".
Influencer marketing has become a large and growing industry on various social media platforms. Until recently, companies had mainly direct relationships with content creators. But Dwayne and a few other companies want to mediate between brands and influencers.
The company has rolled out tools to make promotional content an official part of the app, helping brands find and partner with the right influencers. This gives TikTok a deep understanding of this economic sector and a chance to get a piece of the pie.
Tik Tok has recently started testing that its users in the US can shop directly from the app, just like rival Instagram does.
And since shopping only works when TikTok collaborates with brands to sell their products, it tries to convince its partners via the influencer rating system that it's the best way to promote their products.