According to a report in MarketWatch, TikTok quietly launched "scores" for influences, ranking content creators on factors such as enthusiasm and their willingness to promote products. According to internal documents, TikTok discussed giving its business partners social media credit scores.
The short-form video app is trying to turn its popularity into a sustainable business by introducing a shopping platform where you can purchase products through the app. The scores are part of the effort.
The plan was spelled out in confidential documents shared with retailers. Companies can use the scores to figure out which creators they want to work with. The company ranks creators on a number of metrics.
These included a “cooperation index,” meant to measure how enthusiastic that creator is when working with brands, a “diligence index,” meant to measure how willing they were to load their feeds up with shoppable products, and more.
TikTok shared an interface with potential business partners in which creators are sorted by their influence in certain product categories, the amount of content they produce, and how successful that content is. They are rated on how they arecollaborative andconsistent.
A request for comment was not responded to by TikTok.
The industry of influencer marketing is growing fast. Businesses used to have direct relationships with the creators they worked with. TikTok is a company that wants in on the action. Tools were launched to make sponsored content a part of the app. That gives TikTok a chance to get a share of the profits.
Most of the purchases that TikTok and other social media apps make are done elsewhere. A big revenue stream and a new field of consumer data could be created by bringing that commerce onto the apps.
If companies that make and sell products use it, it will work. TikTok is engaging in closed-door talks with companies around the world in an effort to woo partners into using the app. The effort is limited to countries other than the US as live social media shopping experiments in the US have largely stopped. Meta has discontinued its shopping platform on Facebook and other social media sites. In China, buying products via social media is one of the biggest businesses in the world.
In Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, TikTok is testing a tool called TikTok Shop that will allow it to create social credit scores for influential people. The creator scores were discussed with businesses in the UK.
There is no information on whether these scores will be brought to the US by TikTok. The ranking system is live in all countries where the TikTok Shop platform is available. Content creators are ranked on how well they play into TikTok's business plans.
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