Introducing Branded Mission, TopView CPM and Top Feed

Update: As of August 2023, we're excited to announce that Branded Mission is fully available to advertisers in the following markets: Australia, Canada, France, UK, Italy, Germany, Spain, US, Indonesia, Korea, Japan, Thailand, Vietnam, Malaysia, Mexico, the Phillippines, Brazil, Saudi Arabia, Turkey, and the UAE. Availability will expand to more markets later this year.

Creators are the lifeblood of TikTok. The communities they build, the stories they tell, and the way their content resonates with people make the platform what it is today. Set on a digital stage with over one billion engaged viewers, creators have all eyes on them. Not only do they capture attention, they also curate viral trends and cultivate communities.

We're constantly looking for more opportunities to connect brands and creators. Tapping the people that are at the heart of TikTok is the best way to build authentic relationships with your audience. It also allows talented creators on TikTok to continue thriving in their well-deserved spotlight. To help further this connection, we've made some exciting new updates to our branding ad products.

Introducing Branded Mission

Branded Mission is an industry-first, three-in-one advertising solution that enables brands to crowdsource authentic content from creators on TikTok, boost top-performing videos as ads, and drive media impressions.

When advertisers create a Branded Mission, creators can choose to participate in campaigns that inspire them. Brands can then select their favorite original creative videos and amplify them through boosted ad traffic. Branded Mission empowers creators to co-create authentic branded content, while giving advertisers the ability to boost the videos that align best with their brand.

How does Branded Mission work?

Advertisers select the requirements for a Branded Mission, 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 then becomes the media campaign, seen as an In-Feed Ad. Eligible creators whose videos are selected by the brand as ads will receive boosted traffic from the advertiser and a cash payment from TikTok. 

With Branded Mission, advertisers can:

• Select the top-performing user-generated videos to convert into ads

• Let creators tell the most relatable brand story in an authentic way

• Discover and partner with creators, who are the main drivers of culture on TikTok

Success stories and results

Branding campaigns bundled with Branded Mission see incremental lift in Brand Lift Study performance in the following areas on average:

• 9.2% increase in brand familiarity

• 37.8% increase in purchase intent

• 11.9% increase in awareness

Creators are also seeing significant impact from participating in a Branded Mission:

• 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.

Hear from Asos on how they used Branded Mission

Explore Branded Mission case studies on TikTok.

What's in it for creators?

With Branded Mission, we're excited to bring 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.

Branded Mission is a scaled creator collaboration and discovery tool that provides opportunities for emerging and established creators to partner with brands in a meaningful way. It also gives brands a way to discover new creators to work with.

New key branding solutions

We're also excited to announce the transition of TopView to CPM buying and to introduce Top Feed—an evolution of One Day Max that offers advanced features and expanded capabilities.

TopView, our open-screen ad placement, will shift to CPM buying, giving you more flexibility in budget and targeting options with guaranteed impressions. As it is today, 71% of users say TopView grabs their attention.¹ Shifting our most visible ad placement to CPM buying ensures that you're driving visibility with the most relevant audiences at the right times.

Top Feed, a new solution with customized targeting and greater control, places your video in the first In-Feed Ad slot when users open the app and start their For You feed journey. Top Feed offers more predictability with Reach & Frequency buying and more impact with a memorable ad placement. You can also enhance your Top Feed ad with Interactive Add-Ons or multi-creative delivery strategies.

Hear from Skittles on how they use Top Feed

Explore TopView case studies on TikTok.

Please see our branded content pages for details about the branded content toggle and our policies which set out what can and can't be posted as branded content on TikTok. 

1. Source: TikTok TopView and Ad Format study that evaluated TopView against competitor ad formats across 20 different countries globally. More than 25,000 online media platform users were surveyed from September 2020 to January 2021, conducted by Kantar.