TikTok’s Creator Portal Fosters Platform Loyalty
TikTok has launched a Creator Portal with easy-to-use content tools and tips to help users become prosumers.
User Orientation Hub: TikTok's portal has content for users of all ability levels and is split into six main categories: 'Getting started on TikTok', 'TikTok creation essentials', 'TikTok foundations for success', 'TikTok content strategy', 'Community guidelines and safety', and 'Getting paid to create'. The site also features articles that interpret TikTok trends and spotlight creative uses of the platform.
Acknowledging TikTok as Big Business: By providing creators with tips for content strategy and brand collaborations in the 'Getting paid to create' section, Creator Portal does not shy away from the fact that TikTok is as much an advertising platform as it is a social network.
While maintaining an audience and brand collaborations obviously benefit TikTok, the Creator Platform shows how users can forge a mutually beneficial relationship. With the platform projected to reach 1.2 billion users in 2021 (App Annie, 2021), expect a rise in superstar creators too.
Building Platform & Brand Loyalty: Creative consumers who have learnt to express themselves using a certain platform and its tools – whether it's TikTok video lenses or game design tools on Roblox – will keep coming back to hone their mastery and experiment with new features.
Brand-led examples include US tortilla chip brand Doritos encouraging prosumer creativity around this year's Super Bowl with a branded TikTok effect that let them transform into 2D cut-outs to take part in a #DoritosFlatLife challenge, which has gained over 5.9 billion views. For more, see Super Bowl 2021: 9 Big Ideas and Harnessing the Zeitgeist: Lessons from FMCG Brands.