Introduction: What is TikTok Content Linking?
This powerful integration solves one of the biggest challenges in creator marketing: the slow, manual process of getting permissions and performance data for TikTok mentions. The process starts by automatically pulling in any TikTok video that mentions your brand, giving you a feed of authentic creator content to choose from.
It replaces the old workflow of chasing creators for Spark Ad codes and screenshots with a fast, automated, and integrated system. The core benefit is turning these authentic, organic creator posts into measurable, high-performing ads in minutes, not weeks.
How it Works: From Mention to Ad
The entire process is designed to be seamless. Here is the general workflow:
Connect Your TikTok Account and TikTok Mentions: First, you must connect your brand's official TikTok account in the 'Sources' section of our platform and pull the TikTok Mentions.
a. Open the sources section, and click on "Add new source"
b. Pick TikTok Mentions, click "connect with TikTok" to connect your TikTok brand account and continue with the workflow our system requires.*Note: You need to be logged in with the same TikTok account on another tab on your browser in order for the connection to be successful.
Mentions are Automatically Collected: Once you add the TikTok Mentions source, our system automatically pulls the current videos and detects and displays new TikTok videos where other creators have mentioned your account (e.g., @yourbrand).
Request to Link a Post: You can check the videos and choose for which ones you want to request permissions and add into a campaign.
Understanding the Key Terms
Before you start, here are a few key terms you'll need to know:
Content Linking: This is the main goal—the process of connecting a creator's organic TikTok post where your account is mentioned, to your brand's ad account so you can get data and run ads.
Linking Request: A one-time, in-app permission request you send to a creator for a specific campaign.
Brand Link: A reusable, shareable URL you can send to any creator. Once they accept, any of their future posts mentioning your brand can be linked. This is best for ongoing programs and flexibility.
Spark Authorization: The permission a creator grants you to run their organic post as a Spark Ad (an ad that runs from their handle), which is managed seamlessly through this integration.
Ways to invite Creators
You have two options for getting a creator's permission. Choosing the right one depends on your goal.
Campaign link or Linking request (add different videos in a campaign)
Brand link (Ongoing connection)
Feature | Campaign - Linking Request (For specific campaigns) | Brand Link (For ongoing programs) |
What it is: | A one-time, in-app notification for a single campaign. | A reusable, shareable URL for an ongoing connection. |
Best for: | A specific, controlled campaign with a fixed list of creators. | An "always-on" influencer program or when you need flexibility. |
How it works: | The creator accepts a notification directly in their TikTok app. | You share a link, and the creator accepts it via a web page. |
Note: Campaign Links are invite-only—if the wrong person clicks, TikTok shows an error. Brand Links are for ongoing programs and are not restricted to a tiny pre-set list.
How to Link a Creator's TikTok Post - Campaign link
This part wires TikTok to EmbedSocial so mentions can flow in and you can actually link videos. Do it once, then you’re set.
Before you begin
You’ll need a TikTok Business account for your brand (the one creators tag).
You also need access to TikTok One (Marketplace). If you don’t have it, you can use EmbedSocial’s shared Marketplace connection.
Step 1: Connect accounts inside EmbedSocial
Go to Sources and click on "Manage Accounts" in your EmbedSocial dashboard.
2. Connect the TikTok Brand (Mentions) account
a. Click "Add new account" and pick the TikTok Mentions card.
b. Log in with your brand’s Business account, grant permissions, and finish.
c. This tells EmbedSocial which brand to watch for @mentions.
d. Heads-up: Mentions sync once every 24 hours, not instantly. Today’s post may appear tomorrow.
3. Connect TikTok One (Marketplace)
a. In Sources → Manage Accounts, find TikTok One / Marketplace and click Connect.
b. If your company has its own TikTok One account, log in and connect it.
c. No TikTok One? Choose EmbedSocial’s shared Marketplace connection to enable Content Linking without your own Marketplace setup.
Why both?
Mentions account = brings creator posts into EmbedSocial.
TikTok One (Marketplace) = lets you send Invite Links/Linking Requests and receive first-party metrics once creators accept.
Mentions Sync into EmbedSocial
When a creator tags your brand on TikTok, that video is pulled into your Mentions tab in EmbedSocial.
Mentions update once per 24 hours. If today’s post isn’t visible yet, check back the next day.
Step2: Create a campaign from the mention modal (the right way)
Go to Monitor → Mentions and open the TikTok video you want to use.
You’ll see the card: Invite creator (it may say Video not added to campaign).
Click “Invite creator” → Request
This opens the Invite link modal (tabs: Campaigns / Brand links).
Click “Add campaign” (top-right of the modal, near Choose campaign)
You’ll land in the Campaign editor with three sections:
Brand details → Enter the exact TikTok brand name (case-sensitive, no extra spaces).
Campaign overview → Name + Campaign description.
Campaign requirements → Set Ad authorization period (30/60/180/365 days) and ad placement country/region.
Hit "Done" on each section, then "Next" to finish/create the campaign.
Review all details and submit the campaign.
Return to the Invite link modal
Open your desired video again from the Monitor tab.
Your new campaign now appears in Choose campaign (dropdown). Select it.
Click on "Send request"
Why this order? The campaign must exist before you can send the request for that specific video. Campaigns are the container for reporting + Spark auth.
Step 3 — Send the invite to the creator
When you click "Send request", this triggers the in-app Linking Request (push notification) to the creator.
(Optional) If you need a shareable link instead of a push
Switch method and use the Brand links tab for always-on brand linking.
a. Open the Brand Links section and click on "Add brand"
b. Enter your Brand details and click "Done"
Pick your brand and Send the request
Watch status on the mention card
After sending, the status moves from Video not added to campaign → Waiting (until the creator taps Join & Link in TikTok).
Once accepted, the video shows Linked and metrics begin to flow.
Mentions sync daily; new mentions can take up to 24h to appear.
📌 Why this matters: Linked videos must live inside a campaign or brand link. Campaigns act as containers for reporting.
Step 4 – Creator Accepts in TikTok
On their end, the creator receives a system notification showing:
Your brand/campaign name
Their video thumbnail
Any Spark Ad authorization request included
They click “Join and Link” → the post is linked.
The video is automatically tagged with the Paid Partnership label.
If Spark Ad authorization was included, a Spark Code is generated.
Step 5 – Track Results in EmbedSocial
Once linked, the video status updates to Linked in your dashboard.
You can now see TikTok’s first-party reporting:
Organic vs Paid views/engagement (some splits update in real time)
2s/6s views, completion rate, total/avg view time
Unique viewers (deduped reach)
Audience: age, gender, country/region, device
Anchors (if used): views, clicks, CTR, conversion rate, unique CTA clicks, page views/unique page views
Important: No link = no first-party breakdowns.
If Spark Ads were authorized, you can launch ads directly with the creator’s post.
Step 6 – How to Access Your Campaign Reports
Once your TikTok mentions are linked, you can track performance directly inside EmbedSocial.
Steps:
Go to Sources → Manage Accounts in your EmbedSocial dashboard.
2. Find the source named Creator Marketplace Campaigns.
3.Click on the Three dots and click on "Campaigns"
4. Open the "TikTok reports" section
5. Pick the desired Campaign or Brand link and check the reports
That's it! 🎉 You now have everything you need to connect with creators and turn your authentic TikTok mentions into measurable, high-performing ads.
If you have any questions, click the bottom right chat icon to talk with our customer success team or send us an email at support@embedsocial.com
We're here for you 🙏