TikTok Creator Marketplace Is Now TikTok One: What Brands Need to Know
TikTok Creator Marketplace closed in 2025 and moved into TikTok One. What changed, what TikTok One includes, how brands and creators use it, and its pros and cons.
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If you're looking for the TikTok Creator Marketplace, it's gone. TikTok shut it down in 2025 and folded everything it did into a bigger platform called TikTok One. Old Creator Marketplace links now redirect there.
This guide covers what changed, what TikTok One includes, how brands and creators use it, and where it fits next to other ways of getting creator content for your ads.
What happened to the TikTok Creator Marketplace?
TikTok announced the change in early 2025 and phased it in quickly:
Late February to March 1, 2025: the Creator Marketplace stopped accepting new campaigns and creator applications.
April 1, 2025: the Creator Marketplace closed for good and began redirecting to TikTok One.
Existing users had to upgrade their accounts, and TikTok carried past campaigns and core marketplace features over. Nothing was lost. It just lives inside a broader tool now.
What is TikTok One?
TikTok One is TikTok's all-in-one hub for brands, agencies and creators working on TikTok content and ads. It combines several tools that used to live in different places:
Creator discovery and partnerships: the old Creator Marketplace function. Brands find creators, send proposals and manage collaborations.
Creative challenges and briefs: brands can post a brief and let creators submit content against it.
Partner connections: access to agencies and production partners for brands that want help making content.
Trends and inspiration: top performing content, creators, hashtags and songs to inform what you make.
Symphony AI tools: TikTok's generative AI suite, including script generation, a creative assistant that summarizes trends and drafts TikTok-native scripts, AI video creation and digital avatars, and automatic captions, voice and localization.
Ads Manager connection: content made through TikTok One can flow into your ads, including Spark Ads that run from a creator's own account.
How brands use TikTok One
Sign in with your TikTok for Business account. If you already use TikTok Ads Manager, you can use the same login.
Define what you need. Organic creator posts, ad-ready content for Spark Ads, or both. This decides who you should look for.
Find creators. Filter by category, audience location, audience demographics and past performance. Shortlist more creators than you need, because not all will respond.
Send proposals or post a brief. Spell out deliverables, timelines, usage rights and payment up front.
Review content before it goes live. Approve drafts inside the platform.
Run the winners as ads. Organic posts are a test. The posts that perform should be boosted as Spark Ads with real budget.
How creators join TikTok One
According to TikTok's help center, creators need to be at least 18, be in a country or region where TikTok One is available, and follow TikTok's Community Guidelines and Branded Content Policy. Creators who were on the old Creator Marketplace were prompted to upgrade their accounts. Brands still decide who they invite, so a strong profile, consistent posting and good engagement matter.
If you're a creator looking for brand work beyond TikTok, see UGC Factory's creator network.
Pros and cons for brands
Pros
First-party data. Creator audience and performance stats come straight from TikTok.
Everything in one place. Discovery, briefs, approvals and ads live in one system.
Built for Spark Ads. Getting creator content into paid campaigns is straightforward.
Free AI tools. Useful for scripting and quick variations.
Cons
TikTok only. Content and relationships don't carry over to Meta, where most DTC brands still spend the majority of their budget.
You still own the strategy. The platform finds creators. It doesn't tell you which concepts will sell.
Management time. Outreach, negotiation and review still take real hours every week.
AI content limits. Avatar and AI-generated videos are easy to make but often feel generic. In our analysis of 1,648 supplement ads, AI cartoon and avatar ads were the least likely to stay live.
When TikTok One is the right tool
TikTok One is a strong fit if TikTok is a major channel for you, you have someone in-house to manage creators, and you mainly need organic posts and Spark Ads from creators with real audiences.
It's a weaker fit if you need ad creative that works across Meta and TikTok, you don't have time to manage dozens of creator relationships, or you need a testing strategy behind the content, not just the content itself. For a full comparison of your options, read UGC agency vs. creator platforms vs. in-house.
The bottom line
The TikTok Creator Marketplace didn't disappear. It grew into TikTok One, a broader platform with creator discovery, briefs, partner connections, trend data and AI tools under one login. Use it for TikTok-first creator partnerships and Spark Ads. For performance creative that has to win on Meta and TikTok, you'll still need a strategy and production engine behind it.
Want help making creator ads that scale on both platforms? Book a strategy call.
About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies. With over 10 years of experience in digital marketing, Dan helps brands leverage authentic content to drive engagement and conversions.
