TikTok's New Creator Marketplace API Is Its Latest Appeal to Advertisers

The platform is strengthening its ties with influencer marketing agencies

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In April, influencer marketing agency Whalar announced it was hiring for 85 new positions. If co-founder Neil Waller could attribute this lightning growth to one industry force, it would be TikTok. 

“It’s been a crazy year to say the least, but that’s a sign of the category,” he said. “TikTok is engaging with the creator economy in a way that no other platform has ever done before.” 

TikTok has developed a new creator marketplace API (application programming interface) that allows influencers to tap into first-party data and find new work while taking some of their power back.

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