A new article on Social Media Today reports that TikTok is looking to add more transparency to branded content on its platform, with a broader expansion of its Branded Content toggle, which influencers will soon be required to switch on when promoting products in their clips.
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"Branded content is subject to our Branded Content Policies. We published Branded Content Policies on our website at the end of May to support the beta test of the Branded Content (BC) Toggle in select regions. The BC toggle enables creators to prominently and seamlessly disclose when there is an exchange of value to influence the creation of the post. When enabled, the toggle adds a disclosure (for example, #Ad) to the description of the video."
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The Branded Content toggle is a simple switch that users can turn on when posting content for paid promotions, which adds an extra level of disclosure to their clips. The feature is currently available on accounts with over 10k followers in select regions.
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"You must enable the Branded content toggle when posting Branded content on TikTok. If you include disclosure to your video description (for example, #Ad or #Sponsored), we will automatically enable the Branded content toggle if it is available for you."
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This is another part of TikTok's rising business push, as it looks to convert its burgeoning market presence into a money-making machine. The challenge is going to be providing comparable monetization options to Facebook and YouTube. Even for those who don't have the BC toggle option, it's still technically a legal requirement in most regions to provide such disclosure:
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"Even if you don't have access to the toggle, you are still expected to disclose where you are posting branded content in a way that's clear to your followers."
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