TikTok One Creator Marketplace: Find Creators and Run Spark Ads (2026)

What is TikTok One, and what happened to TikTok Creator Marketplace?

TikTok One is TikTok's all-in-one creative platform for advertisers: one login to find creators and production partners, run creator projects, use TikTok's AI creative tools and analyze ad performance¹. TikTok Creator Marketplace (often shortened to TCM), the brand–creator marketplace TikTok used to run on its own site, is now a module inside it, which TikTok's help center calls TikTok One Creator Marketplace⁷.

The move happened in steps. All dates below come from TikTok's own announcements, except the 2025 shutdown dates, which come from TikTok's notice to users as reported by Social Media Today.

When we checked on October 15, 2026, creatormarketplace.tiktok.com still forwarded to a TikTok One page titled "TikTok One Creative Suite", so old guides and bookmarks for the standalone site now land in TikTok One.

TikTok One vs TikTok Creator Marketplace: what actually changed?

The marketplace itself works much as it did: you search creators who have opted in, send them a brief and an offer, TikTok handles payment, and approved videos can run as Spark Ads. What changed is the wrapper. Creator Marketplace now sits next to TikTok's other creative products under one TikTok for Business login, and several features were renamed²⁰.

Who can use TikTok One, and what do you need?

You open a TikTok One account with a TikTok for Business login, but the business must pass verification before it can work with creators or see creator data⁵. In practice you need four things:

• A TikTok for Business login (or a new one created with an email and password), plus acceptance of the TikTok Terms of Service and the TikTok One Brand Terms of Service. You choose a business type, enter business details and select your TikTok One region at sign-up⁴.
• Business verification. TikTok offers three routes: link the verification of a TikTok Ads Manager account you administer (passes immediately), ask the owner of a verified ad account to approve a link by email, or upload business documents for review, which "can take up to 3 business days"⁵. Accepted documents differ by country; TikTok lists them country by country⁶.
• A TikTok Ads Manager account if you want Spark Ads or Creator content at scale. TikTok's sign-up steps don't list an ad account as a requirement⁴, but syncing creator videos into ads requires one⁹.
• A region. Creator information is separated by region; you see creators in the region where your account is registered and can switch from the country/region drop-down in the top navigation⁷.

TikTok's TikTok One help pages don't list the countries where brands can sign up. On the creator side, TikTok said in June 2025 that TikTok One Creator Marketplace was available to creators in 26 countries²², and creators can only join where TikTok One has launched¹³.

The creators are a self-selected group. They sign up themselves, must be at least 18, must follow TikTok's Community Guidelines and Branded Content Policy and, to take part in brand projects, need "at least 1,000+ followers" plus whatever the project requires¹⁴.

How much does TikTok One cost?

TikTok's help center and announcements give no subscription price for TikTok One, and its current help pages don't say access is free. Instead, the help center documents what you pay for each project type¹⁰:

Three more things to read before you budget. TikTok's advertiser terms (May 2026) say each TikTok One product may come with its own minimum spend requirements, service fees and package details, published in the help center or shown in the platform¹². Creator offers follow one of three models: a flat fee per deliverable (negotiable or not), a revenue share tied to the video's performance and your ad spend (in-feed ads only), or both; offers display in your local currency and are subject to exchange rates and taxes¹¹. And in 2023 TikTok described the old Creator Marketplace as free²³, but it has not made the same statement for TikTok One in the pages we checked.

The newest change is TikTok One Pay, announced on September 24, 2026. NetInfluencer reported that the advertiser pays through the platform, creators are paid within 30 days of a video posting, and TikTok charges no transaction fees or commissions²⁵. The report doesn't say which markets get it, and we could not load a TikTok help article about it as of October 15, 2026, so confirm the terms in your own account.

How do you find creators in TikTok One?

You find creators under Explore creators, then Creator search, with keyword search, filters and (for some accounts) AI search. The steps below follow TikTok's June 2026 help article²:

1. Log in to TikTok One and pick the region whose creators you want from the country/region drop-down in the top navigation⁷.
2. Click Explore creators in the main navigation, then Creator search.
3. Type a username to open a specific creator's profile, or a keyword such as "skincare" to find creators who have posted content with that keyword.
4. If your account has it, click Search with AI and describe the campaign, the brand and the creators you want. TikTok's note: "Search with AI is available to select customers." Where it is on, TikTok says it returns up to 200 creators per brief and lets you refine with Like, Dislike and Generate Similar²⁰.
5. Open the Filter by drop-downs: creator details (country/region, follower count, follower gender ratio, language), audience details (country/region, age range, gender ratio and audience personas based on age group and spending habits) and performance (median video views, engagement rate).
6. Use Sort by to order results by follower count, engagement rate or most recent posts.
7. Open each promising profile and check four things: follower, view and engagement trends over time; audience age, gender and country; recent organic and sponsored videos; and the Collaboration evaluation score, which blends recent content quality and reach, activity on TikTok One and the performance of published content.
8. Click Add to shortlist and save the creator to a list. Lists live under the Shortlists tab.

A hypothetical example: a skincare brand launching a barrier cream in the United States could switch to the US region, search "skincare", filter the audience to the United States and an older age range, sort by engagement rate, and shortlist creators whose recent sponsored videos still draw comments. Shortlist more creators than you need, because some will decline or not reply.

How do you invite creators, approve videos and pay?

You invite creators into a project, agree a price, pay through TikTok One, review the video and publish it. For a Creator marketing project, TikTok's March 2026 steps are⁸:

1. Switch to the region you want, click Create project and select Creator marketing. Your business must be verified first.
2. Choose or add a brand profile, then enter the project name, description and country or region.
3. Set the video requirements: anchor, video guidelines and an optional expected post date (missing it carries no penalty).
4. Under Ad planning, choose the ad authorization period and turn on Sync to TikTok Ads Manager if you plan to run Spark Ads.
5. Pick a collaboration model where it is offered: work with creators yourself (you handle reviews, feedback, approval and publishing) or with a recommended partner who does that for you.
6. Choose a payment preference, adjust performance optimization, review the brief and confirm. You can edit it until it turns Active, except the collaboration model; an active project can't be deleted.

There are three ways to bring creators in⁸:

• Direct invitation. From a profile or shortlist, click Invite to project, write a message with the project details and your offer, and TikTok sends the invitation for you². The creator sees it in the TikTok inbox under Monetization notifications and can accept or negotiate¹⁴.
• Open application. Creators find your project or scan its QR code and apply.
• Invitation link. Share a link by message, email or any channel. This route supports offline payment and pricing only. For creators who aren't on TikTok One, a Lite project gives you a unique invite link².

If a creator proposes a new price, you get an inbox notification and can accept or decline under Negotiate. Once the creator accepts, click Pay now; the creator starts only after payment. TikTok One holds the money and releases it to the creator after you approve the video and it is published. Videos first pass a platform compliance review; after that you can send up to 5 edit requests, then click Confirm to mark the video ready to publish. You can publish immediately to the creator's account or schedule the post⁸. Track who accepted, declined or hasn't replied under Projects, then Creators or Invitations².

How do you run creator videos as Spark Ads?

Spark Ads is TikTok's native ad format for running organic posts (your own, or a creator's with their authorization) as ads, with the views, likes, comments and follows credited to the original post¹⁷. There are two ways to get a creator's video into one.

Inside TikTok One. Set the ad authorization period and turn on Sync to TikTok Ads Manager when you create the project. When the video is ready, click Request authorization; if the creator approves, the video syncs to Ads Manager and you deliver it as a Spark Ad⁸. TikTok One also has a deliverable called a branded post, where the creator makes the video and the brand posts it on its own Business Account as a Spark Ad; in a sponsored post, the creator posts on their own account with a branded partnership tag¹⁵.

With an authorization code (useful for creators you found outside TikTok One, or for older posts):

1. The creator opens the video in the TikTok app, taps the three dots, taps Ad settings and taps Generate to get the post code¹⁸.
2. The creator sends you the code.
3. In TikTok Ads Manager, create a campaign and ad group, go to Ad creatives, click + Add videos or images, open the TikTok posts tab and click Add post. You can authorize up to 20 video codes at a time, and the authorization period shows under each post¹⁸.
4. Complete the ad details, destination and tracking, then click Publish all.

Four rules that catch teams out: the caption can't be edited once the post is authorized as an ad; a private video becomes public when it is used in a campaign¹⁸; only videos up to 10 minutes long can be sparked; and each Ads Manager account supports a maximum of 10,000 Spark Ads¹⁷.

If creators are already posting about your product unprompted, look at Content Suite. It searches organic TikTok videos for your brand, ranks them by ad potential and lets you request ad usage with one click¹⁶. TikTok's May 2026 post described the approval as covering 365 days of ad usage and listed Content Suite as a global beta, available through your TikTok representative²⁰.

What are TikTok One's limits in practice?

TikTok One's limits come from its design: it is TikTok's own marketplace, so it covers TikTok creators who have opted in, one region at a time. The ones that matter most, each from TikTok's documentation:

• One region at a time. "You can only view and search for creator information within your current region"³. Projects are regional too, so a brand launching in the US, the UK and Germany copies the project into each region and manages each one separately⁸.
• AI search isn't available to everyone. Search with AI is for select customers², and Content Suite's AI search is "being made available to select customers, expanding over time"¹⁶.
• TikTok only. TikTok One's help center covers TikTok creators, TikTok projects and TikTok ads¹. It doesn't describe Instagram or YouTube creators.
• Only creators who joined. Creators must sign up for TikTok One and have at least 1,000 followers to take part in brand projects¹⁴. For anyone else you need a Lite project link² or an invitation link with offline payment⁸.
• No documented email access. The brand guide describes contacting creators through TikTok invitations and doesn't mention email addresses². Creators can add contact information to their TikTok One profile¹³, so whether you see it depends on the creator.
• No documented authenticity check. Profiles show performance trends, audience demographics and the Collaboration evaluation score²; TikTok doesn't describe a fake-follower or audience-authenticity metric.
• It isn't TikTok Shop affiliate. Commission-based product promotion runs in TikTok Shop Seller Center, where sellers find creators on the Find creators page and set a commission of 1% to 80% of GMV per order¹⁹.
• Waiting time. Document-based verification takes up to 3 business days⁵, and Creator content at scale projects are reviewed before creators see them, which takes one business day⁹.

TikTok One vs a third-party creator search tool vs an agency

TikTok One is strongest when the whole campaign lives on TikTok: TikTok's own data, payment through TikTok and a direct path to Spark Ads. Third-party search tools and agencies fill the gaps listed above. The TikTok One column reflects TikTok's help center as of October 2026²¹⁰; the other two columns vary by vendor, so check each one's own pages.

When does a third-party tool or agency help?

Use TikTok One on its own when the campaign is TikTok-only, runs in one or two regions, and you want TikTok to handle payment and Spark Ads. Add a third-party tool or an agency when one of these is true:

1. You also need Instagram or YouTube creators¹.
2. The creator you want isn't on TikTok One, or is under the 1,000-follower bar for projects¹⁴.
3. You want to email creators directly, for example to negotiate usage rights beyond TikTok, or to bring a creator into a TikTok One project through an invite link.
4. You want an audience-authenticity check before you pay.
5. You want to compare creators across several countries in one search instead of switching regions.
6. You don't have the people to brief, chase, negotiate and approve across the creators' time zones.

For search, the options include Kolect Creator Search, Modash, HypeAuditor, Heepsy and others; compare them on the platforms you need, how they check authenticity and what an email lookup costs. Kolect Creator Search covers TikTok, Instagram and YouTube: you describe the creators in one sentence, edit the filters it builds (country, platform, follower range, niche, engagement), and each result shows why it matches and its matching videos. It estimates audience authenticity on a 0–100 scale from six public signals, with 20 free checks a day, and shows public contact emails for search results at no extra cost. You can see 5 creators without an account and get 90 credits on sign-up; paid plans start at $7.20 a month (Light, 20% off a regular $9), as of October 2026, on the pricing page²⁶. Where it is weaker than TikTok One: it has no TikTok first-party data, no in-platform creator payment and no Spark Ads integration, so you still bring creators into TikTok One or collect codes yourself.

For managed execution, the Kolect team runs strategy, a shortlist with an authenticity check, outreach, rates and contracts, delivery and payment, while the brand approves the creators and the content; kolect.ai states 150+ brand campaigns and 25K+ creators worked with²⁷. Other agencies and TikTok's own Partner Exchange offer managed production too¹⁰. More on TikTok creator campaigns and paid amplification is on our TikTok topic page, and on vetting creators on our finding creators topic page.

Checklist: your first TikTok One campaign

1. Decide which regions you are launching in and plan one project per region, since search and projects are regional⁸.
2. Sign up at TikTok One with your TikTok for Business login and choose your region⁴.
3. Verify the business: link a verified Ads Manager account you administer, request a link from its owner, or upload documents and allow up to 3 business days⁵.
4. Create a brand profile for the brand you are promoting⁸.
5. Pick the project type: Creator marketing for chosen creators and your own approvals, Creator content at scale for a volume of ad creatives against a minimum ad spend, or Partner Exchange for a production partner¹⁰.
6. Write the brief: product, selling points, must-include and must-avoid points, reference videos and an expected post date⁹⁸.
7. Under Ad planning, set an ad authorization period that covers your planned ad flight and turn on Sync to TikTok Ads Manager⁸.
8. Build a shortlist with filters and a profile review, and include more creators than you need².
9. Send invitations with a clear offer, watch the Invitations view and answer counter-offers quickly.
10. Pay through TikTok One, review each video, and save your edit requests for real problems: you get up to 5⁸.
11. Publish or schedule the post, request Spark authorization and launch the Spark Ads in TikTok Ads Manager¹⁸.
12. Check the project report, note which creators drove results, and invite them back for the next round.

If your shortlist comes up short (wrong region, creators not on TikTok One, or you need Instagram and YouTube too), run the same brief through Kolect Creator Search: the first 5 results need no account.