TikTok quietly launched “scores” for influences, ranking content creators on factors such as enthusiasm and their willingness to promote products, according to a new report in MarketWatch. Internal documents show that TikTok discussed plans to provide these social media credit scores to its business partners under strict secrecy.
As the short-form video app works to turn its exploding popularity into a sustainable business, the company is particularly focused on introducing a shopping platform where you can buy products through the app. These scores for influences are a part of that effort.
🔴 👉 𝐂𝐋𝐈𝐂𝐊 𝐇𝐄𝐑𝐄 𝐓𝐎 𝐆𝐄𝐓 𝐍𝐎𝐖 𝐅𝐑𝐄𝐄
🔴 👉 𝐂𝐋𝐈𝐂𝐊 𝐇𝐄𝐑𝐄 𝐓𝐎 𝐆𝐄𝐓 𝐍𝐎𝐖 𝐅𝐑𝐄𝐄
TikTok spelled the plan out in documents shared with retailers and brands, all of them labeled confidential. The scores are intended to help companies figure out which creators to partner with. As MarketWatch explained, the company ranks creators on a number of metrics:
These included a “cooperation index,” meant to measure how enthusiastic that creator is when working with brands, a “diligence index,” meant to measure how willing they were to load their feeds up with shoppable products, and more.
TikTok shared an interface with potential business partners in which creators are sorted by their influence in certain product categories, the amount of content they produce, how successful that content is, and how well videos drives sales. Influencers are also rated on how “collaborative” and “consistent” they are.
CONSTELLATION BRANDS, INC.
TikTok didn’t respond to a request for comment.
Influencer marketing is an enormous and ever growing industry. Until recently, businesses mostly had directly relationships with the creators they partnered with. But TikTok and other companies want in on the action. The company launched tools to make sponsored content a formal part of the app, helping companies find and partner with the right influencers. That gives TikTok insight into this corner of the economy and creates an opportunity for the company to snag a share of the profits.
