TikTok has launched a new program that aims to make it easier to facilitate in-app promotions for selected businesses. It works via a simplified affiliate program, where creators can tag a business and earn commissions from any direct referrals from that post.
Called “TikTok Go,” the program is initially focused on hotel promotions, and enables creators to tag their location and use a relevant tag, in order to earn commissions from their content.
As explained by creator @Amaya:
“You literally earn commission by posting content from hotels you stay at. Whether you’re travelling for work, a staycation, or just posting where you’re at, if you add the right tag, you’ll get paid.”
The option is available in selected regions within the “Monetization” option in TikTok creator accounts.
Tapping on the “TikTok Go” option will take you through to a listing of hotels, which will also display how much creators can earn from commissions for posting content about that provider.
As you can see on the second screenshot above, you can then tap the “Post content” option direct from the listing, which will include the relevant location tags and info to drive direct bookings from your post.
Your TikTok post will include the relevant location info, along with a note to indicate that the creator is earning commissions from the post for transparency.
That could be a good way to drive more interest in hotels, at a relatively low price for promotions. And you can see why many hotels would be interested in facilitating such, with fans of top creators able to book the same experience direct in the app.
It seems like a good way to facilitate such promotions, which may also reduce the amount of influencers trying to use their online clout for discounts. Now, the hotel can refer them direct to this program, rather than having to engage in uncomfortable discussions about the same.
TikTok says that this is the first activation of this kind, with the platform also looking to expand similar to food, wellness, education and other travel elements.
It seems like a simple and cheap promotional avenue, with a lot of potential, though I do wonder whether bigger influencers will be happy enough with such small revenue share options. I assume they’ll still look to negotiate separate deals, but for smaller creators, this could be a good option.
The TikTok Go program is now active for hotels, and available to creators in Indonesia, Japan, and the United States. TikTok will look to expand further in the near future.
