Objective: This document aims to provide a clear understanding of Creator Matchmaking tool (formerly TAP) and how sellers can effectively collaborate with our partners.

What is Creator Matchmaking tool?

Sellers utilize our tool to run partner campaigns with different agency partners. Partners help execute and expedite matchmaking between merchants and creators, providing incremental opportunities and driving growth.

• Tool functionality is fundamental: enables online settlement of service fees on a per-product basis.
• Merchants are the source of income: The goal is to help partner merchants increase sales to earn service fees (some may receive rebates and marketing expenses from merchants).
• Creators are the sales method: The means of generating sales is by having creators promote products, guiding them to add affiliate links and create short videos. When collaborating with creators, services are also provided (some may also pay for placement fees or advertising).

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Benefits of Leveraging Creator Matchmaking tool

The TikTok Shop landscape is thriving, but navigating its creator ecosystem can be complex. As a seller, you know the importance of finding the right creators to amplify your brand and drive sales.
To streamline this process and supercharge seller TikTok Shop business, sellers can leverage into the expertise and resources of our partners, such as talent management companies. They can help sellers to connect with top creators directly through partner campaigns and maximize their impact on the platform.

👉 Why use the tool?

This is a performance-based tool. You only pay higher commissions when creators successfully sell your products. Partner campaigns have a proven track record of unlocking creators with a higher fulfillment rate (75-80%) and accelerating total GMV for local merchants by 150%.

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🫱🏼🫲🏾 Why Partner with Agencies Instead of Going Direct?

Working with TikTok’s agency partners gives you scale, expertise, and efficiency.

• Performance-Based Model: Sellers only pay for results, with commissions tied to new sales-driven content (not retroactive), minimizing risk
• Access Top & Mid-Tier Creators: Sellers can collaborate with a curated pool of high-potential creators, including rising stars perfect for their brand, all sourced and managed by agencies. Agencies push creators to maximize exposure, increasing brand’s reach.
• Content Strategy & Education: Agencies train their creators, optimize content for conversions, and run performance-driven campaigns
• Built-In Incentives & Rewards: Many agencies run their own rewards programs to motivate creators, ensuring products get extra attention and higher sell-through rates.
• Zero Operational Headaches: Instead of managing dozens of creator deals, you work with pre-vetted agencies who handle sampling, content, and tracking.

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Difference in Affiliate Plan Types

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Agency Outreach at Scale: Driving Creator Success through Strategic Partnerships

This content is only supported in a Feishu Docs
Ready to ignite your brand's potential on TikTok Shop?Partner with an Affiliate partner and unlock a world of creative collaboration and sales success.

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How to collaborate through Partner Campaigns?

There are 3 options that sellers and agencies can collaborate on through Creator Matchmaking tool:

✏️ Seller initiating partner campaigns

Sellers can initiate campaigns through Seller Center and engage agencies to discover promotional opportunities for their creators, earning commissions for managing the campaigns. Sellers provide a comprehensive campaign brief, detailing their marketing goals, content, and creator preferences, making it easier to find the perfect collaboration opportunities.

⚒️ How to Create a Campaign

1. Open the Seller Center https://seller-us.tiktok.com/
   1. Go to Affiliate > Affiliate Center Home > Working with Partners > Seller Initiated > Create Campaign

2. Set campaign length, objectives & any discounts, bundles or exclusive PIDs.

Pay Attention: Here is where the seller needs to decide whether the campaign will be invite-only (targeting specific agencies) or open (accessible to all agencies with feature access).

3. Upload PIDs, set commission % & sample quota.

Important Notes:

• The sample quota is the total amount to be distributed across all agencies.
• It is recommended that there be a minimum increase of 5% on top of the open plan commission.

✔️ Agency Initiating partner Campaigns

Agencies can create campaigns and invite sellers to join, facilitating collaborations with all TikTok Shop sellers and creators.

⚒️ How to Check a campaign created by the Agency

1. Go to Seller Center https://seller-us.tiktok.com/
   1. Go to Affiliate > Affiliate Center Home > Working with Partners > Agency Initiated Campaign

2. You can check all the campaigns opened by the agencies and filter by:
   1. Target Campaigns
   2. Local Agency Campaigns
   3. Search for agency name

3. To collaborate with agencies, register for the campaign and begin registering your products.
   1. Sellers can get in touch directly with the agencies to foster collaboration

4. Set the commission rate and add the Sample quota

It is recommended that there be a minimum increase of 5% on top of the open plan commission.

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🚀 Exclusive TikTok Shop Campaign

Feel Free to use this doc for more info and demo: [External] Creator Matchmaking Tool | Exclusive TikTok Shop Campaigns for Sellers

Exclusive TikTok Shop campaigns are created by TikTok’s internal team. These campaigns allow sellers to instantly partner with agencies, so no individual approvals are needed. By joining, you unlock a scalable, always-on growth channel with zero upfront costs. Unlike traditional campaigns, these are collaborative initiatives where multiple agencies and sellers participate simultaneously, creating scalable opportunities for all partners.

👉 Why participate?

• Increased visibility: Your products gain priority exposure to TikTok’s partners and their creators
• Pay only for results: Higher commissions apply only when creators successfully sell your products.
• No sample costs: Enjoy free product sampling for creators, funded by our internal budget for selected agencies.
• TikTok Shop Incentives: We reward top agencies with extra incentives when they drive sales for your products, meaning they’re highly motivated to prioritize your listings.

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📲 What are the requirements to participate?

• Total Commission: By joining this campaign, the total commission rate will be 5% above your products' open plan commission rate. Please keep in mind that this commission will be valid only during the campaign period;
• No Creator Approval: Since the tool is solely performance-based, brands cannot select specific creators or make mandatory requests.
• Flexible Commission Use: Agencies can choose how to split the added commission between themselves and the creators, allowing for flexible incentives that maximize engagement and impact during the campaign.

Important Note:If a seller expects to develop a close relationship with agencies to grow their business through Partner Campaigns or if they weren't selected for TTS Exclusive Campaigns, there is still an opportunity for collaboration. If brands express interest, account managers can work with our team to explore potential sales strategies and deals that could enhance the product's performance on Partner Campaigns.

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Seller Exclusive TikTok Campaign Walkthrough.mov

(33.5 MB)

Partner Campaign - Local Showcase.pdf

(730.7 KB)

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⚒️ How to Check a campaign created by TikTok Shop Team

1. Go to Seller Center https://seller-us.tiktok.com/
   1. Go to Affiliate > Partner Campaign > Exclusive TikTok Shop

2. Accept the campaign invitation

3. Review the products included in this campaign. You can approve or reject them either in bulk or individually. The commission is determined by market insights and can be adjusted after acceptance.

4. Products that have been approved will be under the Approved products tab

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Seller X Partner Matchmaking

To facilitate strategic partnerships, we offer three ways for sellers to connect with agencies:

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Partner Campaign Requirements & Best Practices

To maximize the success of your creator campaigns through agencies, follow these essential guidelines — from planning and setup to campaign execution and optimization.

🧩 Campaign Planning & Setup

• The first 3-4 weeks is for campaign set up: product list, creator outreach, product sampling, and content preparation.
• Run campaigns for a minimum of 5 months. GMV typically peaks in weeks 5–6, so early closures may reduce performance.

Campaign Submission Checklist

• Include product images, discount info, bundles, and target audience
• Specify campaign goals or KPIs if available
• Attach a simple content brief for agencies

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💸 Commission Structure & Flexibility

Minimum Requirement

• Partner campaigns must offer +5% commission above the open plan.

Recommended

• For stronger performance, offer +10% or higher.

Commission Use

• Agencies may:
  • Retain the extra commission, or
  • Use it to incentivize creators — boosting engagement, especially in the early stages.

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📦 Product Selection & Inventory

Compliance

• Ensure no Product IDs (PIDs) included have violations.

Inventory Management

• Confirm that at least 500 products in stock are available
• Monitor performance and replenish stock where needed.

High-Impact Offer Types

• Campaigns perform best with compelling offers:
  • Exclusive sets/bundles (e.g., SBD affiliate set)
  • New PID launches exclusive to TTS
  • Attractive discounts (e.g., 15% off coupon)
  • Impulse-price points ($5–$25)
  • Visually appealing or viral products
  • Hard-to-find in-store products

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🤝 Creator Activation

Creator Sampling

• Plan to sample 200–500 creators per campaign
• Agencies will support and push for content creator fulfillment.

Creator Approval Process

• Brands cannot select creators directly via partner campaigns
• Agencies manage matchmaking. Sellers may provide:
  • Product info, value proposition, visuals, and goals
  • No mandatory creator requests or approvals
• For handpicked creators, run a separate flat fee + commission campaign offline with agencies.

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📑 Content Brief: What to Include

A strong brief helps agencies activate creators efficiently. Keep it simple and visual. Recommended elements:

• Key Offers: Discounts, bundles, exclusive SKUs
• Why Buy: Clear value prop — why consumers should purchase this product on TTS
• Target Audience: Help agencies match with the right creators
• Visuals: Product images, packaging shots, or lifestyle photos
• Examples: 1–2 content samples or links to similar campaigns

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💡 Additional Suggestions to Consider

If you're looking to improve campaign performance even further, here are some optional enhancements:

• Include a Creator Brief Template for agencies to pass on to creators — focused, simple, and goal-oriented.
• Add KPIs or Success Metrics upfront (e.g., video views, clicks, GMV), so agencies and creators know what “great” looks like.
• Provide Creative Inspiration: Share past top-performing videos or trending formats to guide creator content.
• Incentive Bonuses: Consider milestone-based rewards for agencies or creators who exceed performance thresholds.

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Frequently Asked Questions

Why are agencies working with creators that have already worked with my products?Agencies have extensive creator networks and may reach out to creators already part of your seller’s affiliate program. However, the higher commission rate only applies during the campaign period and exclusively to new video content, it is not applied retroactively. This means agencies will assist in generating new content.
Additionally, they provide education and optimization support, enhancing both campaign performance and content quality. Given these advantages, I believe partnering closely with the right agencies can deliver significant benefits to the seller's business.

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How will I know if a creator's sample request was from a partner campaign?Any creator sample request that comes from a partner campaign, will indicate which agency the creator requested a sample from. Under the sample request it will say "Managed by [agency name]". This indication is simply meant to provide the seller with visibility as to where these creator sample requests are coming from.
Since the seller only provides a limited amount of samples to each agency in the agency-initiated or seller-initiated campaigns, only the agency can approve these sample requests. Similarly, since the agencies have their own sample budget in the Exclusive TikTok Shop campaigns, only the agency can approve these sample requests. Any other sample request that does not have the "Managed by [agency name]" indication, the seller can approve/reject samples.
How to check Performance?https://seller-us.tiktok.com/university/essay?knowledge_id=3177596790916910&default_language=en&identity=1

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How to join Lark?We would like to invite you to download and register on Lark (can be used on both mobile devices and desktops) for future communications regarding TikTok Shop and agency programs. This is TikTok's primary messaging platform. We recommend you check out the guidance below if you encounter issues when installing Lark.
🔗 Download Here: Lark🔗 Instructions Here: Lark Guidance / Lark Training

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