TikTok Creator Marketplace is now TikTok One: what brands need to know

If you're looking for the TikTok Creator Marketplace, you'll now find it inside TikTok One, TikTok's hub for creator marketing. The old marketplace still exists in spirit (search for creators, invite them to campaigns, manage the work), but it sits next to newer tools like AI-powered creator search and managed production partners. This guide covers what changed, who can use TikTok One, how brands find creators there, and where to look when the creator you need isn't in it.

What happened to TikTok Creator Marketplace

TikTok announced TikTok One at TikTok World in May 2024, describing it as "a centralized destination for marketers to access our creative tools." At launch, it brought the TikTok Creator Marketplace and Creative Challenge together with production partners and insights under a single login, with access to nearly 2 million creators, according to TikTok.

Since then, Creator Marketplace has moved fully into TikTok One, and TikTok's Creative Exchange became Partner Exchange inside the same platform. If you used Creator Marketplace before, the core idea hasn't changed: it's TikTok's official place for brands and creators to find each other and run paid collaborations.

What TikTok One offers brands today

According to TikTok's own description of the platform, the main pieces are:

Creator AI Search is the biggest change for most brands. Instead of combining filters, you describe the campaign, then mark creators you like or dislike, generate similar ones, and add them to a shortlist or invite them to a campaign. TikTok says results draw on signals such as content quality, reach and past brand partnership performance.

Who can use TikTok One

Brands sign up with a TikTok for Business account. TikTok's help center walks through the steps: log in or create the account, choose your business type, enter your business details, accept the TikTok One Brand Terms of Service, pick your region and then verify your business, which TikTok says is needed to access all features and reports.

TikTok's sign-up guide doesn't list fees for using the platform. You pay creators for the work you agree with them, and any Spark Ads spend runs through TikTok Ads Manager. Check TikTok's current terms when you sign up, since features and availability vary by region.

Creators have to opt in. TikTok's help pages say creators must be at least 18, in a country or region where TikTok One has launched, and compliant with its Community Guidelines and Branded Content Policy. To join projects, they generally need at least 1,000 followers, with other requirements that vary by project.

How to find creators inside TikTok One, step by step

1. Write a short brief first. Product, audience, country, the kind of video you want and your budget range. You'll reuse it in the AI search and in your invitations.
2. Run Creator AI Search. Paste the brief or describe what you need. Start broad, then refine.
3. Train the shortlist. Mark creators you like and dislike, and use "Generate Similar" to pull in more of the right ones.
4. Check each creator properly. Look at recent videos, average views against followers, how their past branded posts performed and whether the audience is in your market.
5. Shortlist and invite. Add the best fits to a shortlist, then invite them to your campaign with clear deliverables, timing and pay.
6. Plan for Spark Ads. If you want to put ad spend behind a creator's post, agree it upfront: the creator shares an authorization code from the post's ad settings, and you apply it in Ads Manager.

Where brands look beyond TikTok One

TikTok One is a good starting point, but it leaves gaps:

• Creators who never joined. Many popular TikTok creators handle brand deals through email or managers and aren't in the marketplace at all.
• Cross-platform creators. If you also want the same creator on Instagram or YouTube, you'll need a second tool.
• Competitor research. TikTok One won't tell you which creators already promote your competitors. Discount codes, tagged brands and "ad" labels on TikTok will, if you search for them.
• Direct contact. Outside the marketplace, you'll need a business email from the creator's bio or a manager's contact.

Our guide on how to find influencers for your brand covers these methods in detail.

Finding TikTok creators with topYappers

topYappers covers creators whether or not they've joined a marketplace. You can search TikTok creators by niche, country, average views, engagement and the products they've already promoted, see which ones have a contact email, and reach out from your own inbox. Our TikTok creator database explains how search works, and our lists show the data in action, like these creators from our TikTok fitness list:

#CreatorFollowersEngagementAvg. views

1. 1
   TC

   Terry Crews(opens TikTok profile)

   @terrycrews🇺🇸United States

   Fitness · Workout

   Has promotedAMP Machine

   Followers

   24.3M

   Engagement

   12%

   Avg. views

   699K

   Followers

   24.3M

   Engagement

   12%

   Avg. views

   699K

2. 2
   WA

   wanna(opens TikTok profile)

   @onwardwanna🇺🇸United States

   Workout · Fitness motivation

   Has promotedSamsung Galaxy Z Flip 6Galaxy Ring

   Followers

   8.7M

   Engagement

   16%

   Avg. views

   2M

   Followers

   8.7M

   Engagement

   16%

   Avg. views

   2M

3. 3
   LD

   Leana Deeb(opens TikTok profile)

   @leanadeeb🇺🇸United States

   Fitness · Motivation

   Has promotedLive with LianaGymshark

   Followers

   11.8M

   Engagement

   9.7%

   Avg. views

   1.3M

   Followers

   11.8M

   Engagement

   9.7%

   Avg. views

   1.3M

Many brands use both: TikTok One for creators already in the marketplace and Spark Ads workflows, and a database for everyone else.