TikTok is shutting down its Creator Marketplace on April 1st and replacing it with TikTok One. This phase out is happening in two stages. Starting March 1, advertisers and creators will no longer be able to create new campaigns or send invitations through the platform. Then, on April 1st, the platform will be fully shut down, and users will be redirected to TikTok One.

TikTok’s Creator Marketplace, which has been a go-to tool for brands looking to partner with creators for sponsored content, will no longer support new campaigns or creator applications. However, TikTok says all Creator Marketplace features will still be available in TikTok One, but with added AI-powered upgrades.

What advertisers need to know about TikTok One

The new TikTok One was launched in May 2024. According to TechCrunch, the tool is a new advertising platform that integrates AI-powered tools for brands and marketers to create, manage, and optimize their ad campaigns. Think of it as an all-in-one platform where brands can collaborate with creators, manage ad campaigns, and track performance analytics.

Marketers using the platform will have access to a unified platform for running ads, and access all creative tools in one place. 

Unlike the Creator Marketplace, TikTok One offers a more centralized experience with built-in AI tools. This means the platform is creating room for less manual work in ad creation and more reliance on TikTok’s AI tools to shape campaign content.

This AI integration also extends to TikTok Ads Manager, where brands can generate and optimize ads with AI-driven suggestions.

TikTok video generator tool is also shutting down 

As part of this transition, TikTok is also shutting down its Video Generator tool in the TikTok Creative Center. Users will be redirected to Symphony Creative Studio. 

This new update will enable marketers to generate TikTok-style videos using AI. Advertisers will also be able to remix existing brand footage or use AI-generated avatars and add captions, music, stickers, and voiceovers with AI assistance.

Automated ad creation

The new tool will also support automated ad creation. Advertisers can use AI to generate ads from a few inputs, optimize them, track trends, and provide recommendations. Brands can translate videos into different languages, add captions, and adjust voice overs. using AI tools.

What should advertisers do next?

The company is already notifying businesses and creators about the change through email. Advertisers are required to migrate their data from the Creator Marketplace before the shutdown. Brands already using TikTok One can access their past campaigns through their upgraded accounts.

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