• by Colin Kirkland , November 8, 2023

TikTok has incorporated a new “Agency” category to its existing Marketing Partners Program to help brands looking to run TikTok-style creative and optimize campaigns on the platform find local agencies recognized for their TikTok expertise.

“Brands can now turn to agencies across the globe to build and optimize high-performing TikTok campaigns,” the company wrote in a blog post. “The badged TikTok Agency Partners have a proven track record of success on TikTok, and are trusted by advertisers to develop TikTok-first campaign strategies to achieve their goals.”

Prior to this global rollout, TikTok tested the inclusion of agencies in its three-year-old Marketing Partner Program with ad=agency partners in Asia.

Now, the program’s expanding suite of resources -- additional creative partners, measurement experts, commerce advisers and more -- is becoming available to officially recognized agencies and their clients.

“Historically, it was difficult for brands to find agencies that could support both media-buying and creative optimization needs on TikTok,” the company said. “These agencies have been vetted, trained, and badged based on their expertise in using TikTok-style creative assets as a lever for media optimization. They can operate as a one-stop shop for advertisers across marketing objectives, from driving upper-funnel awareness and site traffic to lower-funnel conversions and e-commerce sales.”

TikTok has recognized two U.S.-based agencies under the new label including Power Digital Marketing, which has a TikTok-specific team, and Tinuiti, one of the largest independent performance marketing agencies in the country. 

Brands deciding to boost their TikTok outreach will now have the option to consult local agency partners like these for further assistance on promotions and in-app campaigns.