How Access to TikTok’s API Is Crucial for Influencer Marketing Agencies

TikTok is known for surprising small creators with a taste of internet fame and democratizing the creator economy. But offering a wider net of people an unexpected shot at social media influence has raised questions about how exactly the platform’s algorithm operates, and TikTok has historically established itself as a black box when it comes to sharing data. That started to change this summer when the platform announced that its first league of marketing partners, including influencer marketing agencies Captiv8 and Whalar, would gain access to its API (application programming interface). This week, Influencer.com and CreatorIQ joined this group of TikTok partners with access to first-party data on audience demographics, growth trends and best-performing videos. On a platform that is known for unpredictable engagement, agencies that can offer clients access to these in-house metrics set themselves apart from the competition. Tapping into subcultures Brands that work with influencer.com will now be able to access real-time data on its technology platform Waves, which CEO Ben Jeffries says is crucial in helping clients maximize their ROI by choosing the right creators to partner with for campaigns. Influencer.com clients include Hilton, Polaroid and Takis. According to Jeffries, in a world where creators often look to resonate with niche audiences, being able to put numbers on influence is crucial to justifying marketing budgets. The API allows Influencer.com clients to track campaign performance in real-time. “Reaching and engaging with specific audiences on social media requires campaigns that are built on the deepest data sets available,” he told Adweek. “Data that allows the targeting of audiences based on who they follow and the content that best engages them.” Remaining relevant on TikTok TikTok users resonate most with the brands that play into a viral moment on the app—according to a July study from the platform, 61% like brands better when they participate in a TikTok trend, while 21% feel more connected to brands when they comment on posts from users. Brands now understand that in order to stay relevant, they must keep up with everything that is happening across the app, which drives their demand for data sets that are clear and reliable. According to Tim Sovay, chief operating officer at influencer marketing platform CreatorIQ, TikTok has "lit a fire under the creator economy," and increased API accessibility will only add fuel to that fire. "The TikTok API will provide the blueprint to build an even more robust creator economy on its platform," he told Adweek. "The right data has the potential to unlock investments in creators and creator-driven content, and ultimately help brands and agencies scale on the platform." Among CreatorIQ clients is Dentsu Americas, who stressed that the API is an opportunity to tap even deeper into TikTok culture to remain relevant among consumers. "The ability to access the TikTok Creator Marketplace through the CreatorIQ dashboard allows us to maximize the impact of our creator outreach and management efforts, by unifying them across platforms, providing real-time first-party data and creating efficiencies for our clients," said Gary Orellana, svp of influencer marketing, in a statement. Creators and users can tell the difference between genuine and forced content, and access to metrics can prevent brands from doing something cringe-worthy or out of place before they hit the post button. The API also allows agencies to identify and pair a client with the right influencer, which has become increasingly crucial as audiences become more critical of creators who don’t select the right brand deals. “The authentic synergy between brands and creators has always been important, but as brands focus evermore on their purpose, their image and their messaging, it is more crucial than ever that brands work with creators with whom they are truly aligned,” said Jeffries. What Influencers Look for in Brand Deals