TikTok is officially shuttering its Creator Marketplace on March 1 in favor of its AI-packed TikTok One platform.
According to TechCrunch, creators will no longer be able to create or be invited to new ad campaigns starting Saturday. The marketplace, which connects advertisers with creators for sponsorships and branded content, will shut down altogether on April 1.
Instead, users will be redirected TikTok One, a newer platform that replaces Creator Marketplace and also offers a host of generative AI tools for advertisers.
TikTok One launched last May as a "one-stop shop" for brands to "access TikTok creators, production partners, and insights," according to the announcement. In addition to finding creators for ad campaigns, the platform has an assistant called Symphony that uses generative AI to write scripts, translate audio into different languages with AI voice dubbing, and even use AI-generated avatars of creators.
The success of the original Creator Marketplace was a bit of a mixed bag for creators. While it helped influencers monetize their content, some felt it wasn't worth the effort. A Business Insider report said some creators found it exploitative since brands set the rate, which preys on less experienced creators. Some creators found the lowballed rates and offers of gift cards or credit in lieu of cash payment were not "worth the hassle."
The new platform could create even more challenges since creators might be competing with AI-generated avatars in the already competitive landscape. There is also the well-established issue of AI hallucinations, which could impact the quality or credibility of campaigns (even though plenty of people use AI for TikTok videos outside of TikTok's official tools).
Ahead of the Creator Marketplace shutdown, users are advised to migrate their data to TikTok One.
