TikTok Just Made Creators Very Nervous

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TikTok Just Made Creators Very Nervous (And Brands Very Happy)

So you're a brand manager. You just dropped $20k on a TikTok creator campaign.

The creator posts the video and....it's absolute garbage. Shaky camera, they mispronounced your product name three times, and somehow made your premium skincare line look like it was filmed in a gas station bathroom.

But here's the thing - once it's posted, you're stuck with it. That's your brand. Out there. Forever.

Well, not anymore.

Plot twist: TikTok just rolled out creator reviews. And creators are not happy about it.

Here's what happened - TikTok basically said "hey brands, you can now grade creators like they're turning in homework." You get to review it, rate it, and (here's the kicker) that rating follows them around.

Think Uber ratings, but for influence.

The creators are freaking out

And honestly? Good.

I've seen too many brands get burned by creators who phone it in. You have a great product, you should get great content. This levels the playing field.

Here's how it actually works:

You review the content. You rate it. If it sucks, you can tell them it sucks. But (and this is important) they don't have to redo it. They can still post their trash content if they want.

But here's where it gets interesting...

Those ratings add up. Bad ratings = fewer brand deals. It's like having a permanent report card that follows you around TikTok.

For brands, this is genius:

• You can actually see creator ratings before you work with them (through TikTok Creator Marketplace)

• No more surprise disasters going live

• Creators actually have skin in the game now

• You can catch problems before they become your problems

My take? This should have existed years ago.

I've watched brands throw millions at creators who treated their partnerships like weekend side hustles. Now there's actually accountability.

If you're working with TikTok creators, here's what to do:

Before you partner: Check their ratings. Don't just look at follower count - look at their collaboration history.

Set expectations upfront: Don't assume they know what "professional quality" means. Spell it out.

Give real feedback: Not "looks good!" - actual notes they can use to improve.

The wild part? Creators who embrace this are going to make bank. While everyone else is complaining about accountability, the smart ones are using it as a competitive advantage.

Bad creators getting filtered out = more opportunities for good ones.

That's basic economics, people.

This is one of those changes that seems small but is actually massive. It's going to separate the creators who treat this like a business from the ones who treat it like a hobby.

And honestly? It's about time.

- Paul 👊

P.S. - If you're a creator reading this and you're pissed off... maybe ask yourself why accountability makes you nervous. Just saying.