Vimeo becomes first video software company to partner with TikTok

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Fin Strathern is an editor at TechForge Media. You can connect with him at https://www.linkedin.com/in/finstrathern/.

Video SaaS company Vimeo has joined TikTok Marketing Partners, a group of specialist companies that create, implement and measure ad campaigns on TikTok’s video-based social media app.

The partnership gives small and medium businesses (SMBs) access to Vimeo’s suite of video creation tools whilst simultaneously enabling them to take advantage of TikTok’s broad userbase.

Pre-release tests of both company’s capabilities saw participants able to double the number of videos they create and reach up to 50% higher clickthrough rates compared to previous campaigns on other platforms.

Melissa Yang, head of ecosystem partnerships, TikTok, said: “As small businesses recover and rebuild after a challenging year, TikTok is working on ways to make it easier to reach their community and grow their business. Our partnership with Vimeo provides small businesses with simple, effective video tools that rival what the biggest brands in the world have access to — and they drive real results.”

Furthermore, Vimeo has become the first marketing partner to be listed under TikTok’s new ‘creative tools’ subcategory of creative partners, designed for those who help brands produce creative assets that leverage TikTok’s best practices.

Ahead of launch, Vimeo and TikTok invited small businesses to try Vimeo Create, an advanced AI-driven video production tool, and advertise on TikTok for the first time. More than 85% of participants reported successful campaign results and plan to run additional TikTok campaigns.

For example, NaturalAnnie Essentials, a Connecticut-based soy candle company, saw a 5.5x increase in conversion rate within the first two weeks of its trial campaign when compared with other forms of online advertising.

Annya White-Brown, CEO of NaturalAnnie Essentials, said: “We’ve saved thousands of dollars, the stress of shipping candles to a production studio, and lots of headaches by using Vimeo for our TikTok ads.”

Following the launch, Vimeo and TikTok have announced they plan to find more ways to join forces in helping SMBs succeed through video.

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