TikTok is introducing Custom Creator Networks, a new feature within Content Suite that allows brands to create their own communities of creators for advertising campaigns.
Advertisers can build curated networks that include creators, employees, business partners, and brand advocates. Once a network is established, brands can share campaign briefs directly with participants or use existing brand-related videos for advertising purposes.
The update adds another option for brands looking to organize creator partnerships within TikTok’s advertising tools. Instead of searching for creators on a campaign-by-campaign basis, advertisers can maintain a dedicated group of contributors who are already connected to the brand.
How Custom Creator Networks Work
The feature allows brands to create a private network of people they want to work with on content and advertising initiatives. For example, a company could create a network that includes existing creators, employees who regularly post about the brand, or customers who already create content featuring its products.
Once the network is in place, brands can distribute campaign briefs directly to participants. Creators within the network can then develop content based on those instructions.
TikTok also says brands can use existing brand-related videos from network participants and convert those videos into advertisements.
This means advertisers are not limited to commissioning entirely new content for every campaign. They can also identify relevant videos that have already been created and use them within their advertising efforts, subject to the necessary permissions and agreements.
Starbucks will Launch the First Custom Creator Network
TikTok says the first Custom Creator Network will launch later this summer with Starbucks. The initiative builds on Starbucks’ Green Apron Creator Program, which includes employees who create content about their experiences and the brand.
According to TikTok, Starbucks will use the network to distribute creative briefs directly to participating employee creators. Those creators will be able to take part in content opportunities and advertising programs connected to the brand.
Why the Feature Matters for Advertisers
Creator marketing has moved beyond traditional influencer partnerships. Many brands now work with people who regularly talk about their products online.
Custom Creator Networks reflect that shift by allowing brands to organise those groups within a single system. The feature aims to provide a structured way to manage ongoing creator relationships rather than starting from scratch whenever a new campaign launches.
The addition builds on TikTok’s broader efforts to connect creator content with advertising tools. In recent updates, the platform has expanded Content Suite and other creator-focused products that help brands identify, manage, and activate creator content for campaigns.
Recap
What are TikTok Custom Creator Networks?
Custom Creator Networks are a new Content Suite feature that allows brands to create curated groups of creators, employees, partners, and brand advocates for marketing campaigns.
How can brands use Custom Creator Networks?
Brands can share campaign briefs directly with members of their network and use existing brand-related creator videos as advertising content.
Who can be included in a Custom Creator Network?
Networks can include creators, employees, business partners, customers, and brand advocates who create content related to a brand.
