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TikTok Adds New Analytics Element to Creator Marketplace

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If you’re using TikTok for marketing, then this will be welcome news.

This week, TikTok is rolling out some new analytics tools in its Creator Marketplace app, including real-time insights into influencer campaign views, engagement rates, engaged audience demographics and more.

Creator Marketplace is TikTok’s native influencer marketing solution, enabling brands to locate relevant TikTok users for partnerships based on focus topics, location and reach.

TikTok Creator Dashboard

But not everyone has access to Creator Marketplace as yet. TikTok says that it is currently using an “exclusively invitation-based experience system” for the tool, so you may not be able to use it. Brands can apply via the main website, or contact TikTok for a prioritized invitation via the Help Center.

If/when you do have access, you can use the Creator Marketplace to hone in on the right influencers for your campaigns, with a profile for each listed creator including key performance metrics, examples of their TikTok content and more.

TikTok Creator Marketplace

And now, you can also utilize some new analytics options. According to Mavrck strategist Lindsey Gamble, TikTok contacted Creator Marketplace users late last week informing them of the new tools.

“With a new decade underway, what better time to take your TikTok campaign measurement into the future! We are proud to announce an important feature in TikTok Creator Marketplace that will allow you to access robust sporting and insights on your TikTok sponsored content.”

As noted, the new campaign analytics include data on:

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  • Views
  • Engagements (likes, comments, shares)
  • Engagement Rate
  • Audience Breakdown (by top markets, gender, age range, device)

TikTok Creator Marketplace

The new data points will make it easier to measure the response rates for your TikTok campaigns, giving you a more specific understanding of how your target audiences are responding, and what you need to optimize to improve performance.

It’s a good idea for TikTok to control this data themselves, as opposed to allowing third-party analytics tools come in and take the lead. This way, TikTok can keep users locked into their platform, using their data – which, given it’s coming direct from the platform, should be more accurate, and should help drive better results.

Of course, concerns remain over how TikTok collects and utilizes user data, but if you are looking to use the platform for your campaigns, this could be a hugely helpful tool.

The new Creator Marketplace analytics options are being rolled out this week.  

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Jailed Saudi woman tweeter shrugged off risk: friend

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The ability to tweak tweets after firing them off has been a feature users have long yearned for at the one-to-many messaging platform

Image: – © AFP/File DOMINICK REUTER

A Saudi woman given 34 years in prison for tweets critical of the government knew people were informing on her but did not take it seriously, a friend said Thursday.

Salma al-Shehab, a member of the Shiite minority in the Sunni-ruled kingdom, had been studying for a doctorate in Britain and was arrested in January 2021 while on holiday.

On August 9 she was sentenced to 34 years in jail for aiding dissidents seeking to “disrupt public order” in the kingdom by relaying their tweets.

A friend of Shehab, who asked not to be identified for her own security, said she had not taken threats of denunciation seriously.

“We discussed people harassing her on Twitter and reporting her tweets to the security services online,” the friend told AFP.

“She didn’t think the authorities would be interested in someone with less than 2,000 followers,” she added.

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Shehab now has around 3,000 followers on Twitter.

A mother of two and a PhD candidate at Britain’s University of Leeds, School of Medicine, she was also banned from travelling abroad for a further 34 years as part of the sentence.

The oil-rich Gulf state has cracked down on rights activists, many of whom have been jailed and banned from travel.

Women’s rights activists have also been targeted.

A Saudi Arabian national flag flies in Riyadh – Copyright AFP Dimitar DILKOFF

The crackdown increased after Crown Prince Mohammed bin Salman became Saudi Arabia’s de facto ruler in 2017.

The authorities have made available an app called “Kollona Amn” (Arabic for “We are all security”) which allows “all citizens and residents in Saudi Arabia to play the role of police officer”.

It is used to report accidents or crimes — but can also be a tool to denounce political opponents.

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Shehab tweeted mostly about women’s rights in the conservative country.

She was jailed just weeks after US President Joe Biden visited Saudi Arabia, a controversial trip because of the kingdom’s human rights record.

US State Department spokesman Ned Price told reporters on Wednesday that Washington regularly raised the issue of human rights with Riyadh.

“Exercising freedom of expression to advocate for the rights of women should not be criminalised,” he said.

Rights group Amnesty International has called for Shehab’s immediate and unconditional release. It described her jailing as “outrageous”.

On its website, the University of Leeds said in a statement it was “deeply concerned” by the development, “and are seeking advice on whether there is anything we can do to support her”.

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