How to promote an app on TikTok with creators

TikTok defines branded content as content that promotes or reviews a third-party brand or its products or services in exchange for payment or any other incentive. That includes a product gifted by a brand, a brand the creator was paid to post about in money or gifts, a product that earns the creator a commission, for instance through an affiliate link or promotional code, and a brand the creator has or had a commercial relationship with, such as being an ambassador. So a free lifetime subscription in exchange for a video, a referral code or a paid post all fall under the policy. The creator is responsible for complying with the law, and TikTok says its rules are not exhaustive.

When posting branded content, the creator must turn on the commercial content disclosure toggle in the content disclosure settings. TikTok then labels the video as branded content automatically, and where the law requires it, the video may be added to the TikTok Commercial Content Library, sometimes staying there even if the original is deleted or changed. The product must be clear without viewers having to open the creator’s profile or a link, so the creator should name your app out loud or in the caption. The video must not make false, deceptive or misleading claims, which in practice means your brief should give the creator only claims your app can back.

The policy lists prohibited industries that may not appear in branded content at all, and restricted industries that are allowed only in some markets, only in the market where the video was posted, and sometimes only to adults. For app makers the lines that matter most are in the table above. Dating apps that convey or encourage transactional relationships, infidelity or sexual encounters are prohibited, while dating apps for romance or friendship are restricted and not allowed in a long list of countries. Finance apps sit on the same split: payday loans and get-rich-quick offers are prohibited, and loans, cards, insurance and investing are restricted. Weight loss and fasting services and products are prohibited, as are telehealth providers and therapy or other mental health consulting services. For restricted categories, a creator may post only when invited by an approved brand, the brand needs explicit permission from TikTok and a Registered Business Account, and brands may only partner with creators through the TikTok One platform. The store rules for the same categories are in our guides to marketing dating, finance and fitness apps.

Beyond the category, branded content must not use surreptitious or subliminal techniques, encourage behaviour harmful to health or safety, promote negative or unhealthy body images, or promote an unhealthy relationship with food or exercise, which fitness and nutrition apps should keep in mind when briefing creators. It also must not exhort children to buy, or encourage them to persuade their parents to buy, the product being advertised; for apps used by children, see how to market a kids app. Videos that refer to a sensitive event, such as a disaster or a violent attack, may not be used to sell goods or services.

A creator video sends people to your store page or your website, so the listing has to do its part: see the ASO checklist and screenshot sizes. For store tools such as promo codes and offer codes to give creators, see how to promote an iOS app and how to promote an app on Google Play. Censuus ranks apps by the real visit traffic they draw on the web, so visits your website gets from TikTok count. Adding your app is free on the submit page, and sponsorship raises placement and adds a followed link to your website, see the sponsor page. We do not promise installs or store rankings, and this guide is not legal advice.