• by Colin Kirkland , June 27, 2023

In a push to stoke authentic ad creation, TikTok has announced its “TikTok Creative Challenge,” a new in-app feature being tested with select brands that invites creators to submit video ads to brand challenges for a chance to receive performance-based rewards.

“Creators can browse through the list of challenges, read the challenge's brief which displays the reward pool and details rules and requirements, and submit their video ad,” the company explained in a blog post.

To be eligible for the new feature, creators must be 18 or older and have a U.S.-based TikTok account with a minimum of 50,000 followers.

TikTok is looking for “high-quality, well-edited, original” submissions. Once approved by the platform and brand, creators will be able to view the status of their submissions, including performance and monthly earnings.

“Rewards are influenced by many factors, including qualified video views, clicks and conversations,” added TikTok. “Creators will receive notifications for their submissions if revisions are necessary, with the option to revise or appeal.”

Once a video is approved, it will run as an ad on TikTok's For You Feed but will remain absent from the creator's profile. Eligible creators will have access to TikTok's Creator Community group and Mentor program.

The company said it is looking to help drive brands' performance advertising campaigns. Advertisers included in the challenge are given up to 30 ad creatives within 10 days “created specifically for the TikTok audience developed by creators who truly understand the community.”

“We will continue to listen to the feedback of our community to further develop the program and continue to make it easier to advertise and drive results on TikTok,” wrote the company.