Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Advertisers win with TikTok's Creative Challenge—but creators' gains uncertain

The news: TikTok, moving to broaden content options for advertisers, has launched a feature called Creative Challenge open to creators with a minimum of 50,000 followers and ages 18 or above.

How it works:

  • Brands submit a challenge, and they get up to 30 ad options crowdsourced from creators within a 10-day period.
  • Creators’ earnings are based on performance metrics like views, clicks, and conversions.

Why it matters: Platforms are in a competition to see who can be considered the most creator friendly—and this new service offers an alternative revenue stream for content creators.

  • This new offering allows brands to take on user-generated content for advertising. Thirty-two percent of Gen Z consumers have purchased a new product/brand they learned about from a social media influencer; the same is true of 26% of millennials.
  • It facilitates a performance-based payment model, incentivizing high-quality content.
  • The program also aligns with modern marketing trends favoring authentic content.

Yes, but: Some creators have concerns regarding perpetual usage rights, as highlighted by Ad Age.

  • TikTok has also reportedly stored sensitive financial data of its major influencers on Chinese servers, countering CEO Shou Zi Chew's claims that US data is stored only in Virginia and Singapore, per Forbes. The revelation raises serious concerns regarding data privacy and could spur regulatory scrutiny and mistrust among creators and users, highlighting the need for more transparent data management practices.
  • TikTok is far from the only player courting creators. Earlier in June, Facebook introduced new features to streamline content creation and enhance monetization for creators, including an Inspiration Hub for content ideas, a Templates Hub for creating reels, Professional Mode features, and a lowered threshold for eligibility in the Stars program. Victory for TikTok with creators in the long term isn’t a given.

Our take: This feature potentially benefits both content creators and brands by combining creativity with brand advertising.

  • Creators have the opportunity to earn money without saturating their profiles with sponsored content.
  • Brands can streamline content sourcing that aligns with their positioning and messaging. Marketers are already used to paying per campaign; ostensibly, this lets them continue that practice, while saving money in the process. But it could make partnerships more transactional and finite; if Creative Challenge becomes highly successful, then brand ambassadorships, a leading type of influencer partnership, could wane.