TikTok One Creator Marketplace: How It Works for Creators and Brands

Creator Marketplace vs TikTok One

TechCrunch reported in February 2025 that the Creator Marketplace would stop accepting new campaigns on March 1 and shut on April 1, with the site redirecting to TikTok One (TechCrunch). TikTok's May 2026 TikTok One post says the platform launched in 2024, absorbed the marketplace and Partner Exchange, and presents Creator Marketplace as one of its modules.

The other modules, per TikTok: Creator AI Search takes a pasted brief and returns up to 200 creator matches; Partner Exchange connects brands with approved creative partners; Content Suite (global beta, via a TikTok representative) finds existing TikToks about a brand that are eligible for ads.

Creators and brands side by side

For creators: requirements and how to join

TikTok's creator overview lists three eligibility rules: TikTok One must be available in your country or region, you must be at least 18, and you must follow the Community Guidelines and Branded Content Policy. TikTok does not list the launched countries on that page, so the real test is whether the entry point appears in your app. To join projects, the sign-up article adds 1,000+ followers plus requirements that vary by project and may change. Guides that still say 10,000 are describing the old marketplace.

1. 1Open the entry point. TikTok app: profile, TikTok Studio, Creator Marketplace. Or search "TikTok One" in the app, use TikTok's sign-up link or QR code, or follow your agency's invitation link.
2. 2Fill in the profile. Add starting rates, contact information, languages and industries. Brands search on these, so a blank profile gets no invitations.
3. 3Set up payouts. Profile, Monetization, Creator Marketplace, Rewards: pick a payout currency, add tax information if your region requires it, add a bank account or other payment method. Approval arrives as an inbox notification (see payments below).
4. 4Get into projects. Three routes: a direct invitation from a brand, an open project you apply to, or an invite link a brand shares.
5. 5Deliver and get approved. Submit the video within the project's window; the brand reviews it and can request edits before approving.

Invitations, applications and invite links

From the find and join projects article. A direct invitation lands in Inbox, Monetization: tap I'm interested, read the payment terms, then Accept or Negotiate. You have 7 days to accept or reject; unanswered invitations expire. Open projects sit under Inbox, System notifications, Explore tab; you apply, answer any eligibility questions, and wait for the brand or TikTok to accept you (or are auto-accepted). Applications are capped weekly, and finishing projects with well-performing videos raises the cap.

Invite links are the odd one out: the brand sends a link, you submit a new video or, where available, link an eligible existing post, and pricing is arranged offline with no price-setting in the app. TikTok warns to check the link before opening it (known brand contact, a tiktok.com domain, a message naming the project, requirements and deadline) and never to enter bank passwords, full card details or one-time codes on an invite page.

Rates and payments

TikTok publishes no rate card, so the number is yours to set: your starting rate in the profile, then whatever each project offers, which you see before accepting. Payment is a flat fee or revenue sharing, depending on the project. For projects paid through TikTok One, the brand pays first, TikTok One holds the funds, and releases them after the brand approves your video (the brand-side project article says the creator cannot start the video until the brand has paid). Payout setup is described in TikTok's payment article; it names bank account or "other payment method" and does not publish fees, minimums or timing. For wider options on earning from a following, see our monetization strategies guide and affiliate programs for streamers.

Spark Ads authorization from the creator side

If the brief includes Spark Ads, the brand asks to run your post as an ad. Inside TikTok One that is a request on the project video, with the authorization period the brand set in the project's ad planning. Outside it, you generate a code yourself: open the post, three dots, Ad settings, Generate (TikTok's Spark Ads creation guide). Two things to know before you agree: the caption cannot be edited once the post is authorized as an ad, and the authorization period should be in the brief with the fee. Our Spark Ads guide covers the deletion rule that silently breaks a running ad.

For brands: finding creators, briefs and campaign types

Every TikTok One project requires a verified business, and projects are created and viewed per region. Pick the project type first; TikTok documents four in its types of TikTok One solutions and lite project articles.

Setting up a creator marketing project

From TikTok's project walkthrough: choose Create project, then Creator marketing; pick a brand profile; name the project and set its region; write the video requirements (an anchor, video guidelines, an optional expected post date with no penalty if it slips); then Ad planning, where you set the ad authorization period and optionally turn on sync to TikTok Ads Manager. Choose who manages review and publishing (you, or a recommended partner), set a payment preference, and confirm. Everything except the collaboration model is editable until the project goes active; an active project cannot be deleted.

Find creators by searching or shortlisting in Explore creators, by opening the project to applications (creators apply via project exploration or your QR code), or by sharing an invitation link. Creator AI Search can start from a pasted brief. Creators may counter your price; you accept or decline under Negotiate in Collaborations, then pay, because the creator cannot start the video until you do. After submission and TikTok's compliance review, you can send up to 5 edit requests before confirming; confirmation moves the video to ready to publish and releases the creator's payment.

From creator video to Spark Ad in Ads Manager

Once a video is ready to publish you can post it to the creator's account, or request Spark authorization. TikTok's Spark Ad recommendations article adds the rest: recommendations can be filtered by objective (Awareness or Conversion), country and industry, and ranked by views, engagement rate, likes, comments and shares. Click Request authorization (or Extend authorization) on a video, then Synchronize to your ad accounts. Synced posts appear in Ads Manager under Tools, Creative library, Spark ad posts, with the post source TikTok One. Where a code is easier, Copy Spark Code generates one. TikTok reports a 159% higher engagement rate for North American creator content boosted with Spark Ads versus non-creator content at the same CPM (February 2024 to January 2025, TikTok's own data, results may vary).

You still need an ad account and a budget to run any of it. Start with how to run TikTok ads, check whether Promote or Ads Manager fits, set up the TikTok business account, and judge results against the CPM and CTR benchmarks.

To measure what a creator campaign did to the creators' own accounts, our TikTok analytics tools roundup compares the options.

What TikTok does not publish

• The list of countries where TikTok One has launched; check the entry point in your app.
• A creator rate card or any platform fee for creators; payout fees, minimums and timing are not stated in the payment article.
• A platform fee for brands on creator marketing projects (creative for Creator content at scale is described as subsidized).
• Per-project follower and engagement requirements beyond the 1,000-follower floor; each brand sets its own.