What Happened to TikTok Creator Marketplace?

TikTok Creator Marketplace (TCM) shut down as a standalone platform on April 1, 2025. Its functionality was folded into TikTok One, TikTok’s unified hub for marketers, and the old marketplace URL now redirects there. Creators and brands were notified in late February 2025, given a few weeks to wrap up campaigns, and moved over. The marketplace function didn’t disappear — but what it’s built for, and who it’s built around, changed.

Here’s the full timeline, what actually changed, and what creators and brands should do about it.

The shutdown timeline

• Late February 2025 — TikTok notifies advertisers and creators by email and in-app message: “As part of our transition to TikTok One, we are beginning the process of sunsetting the legacy TikTok Creator Marketplace platform” (Social Media Today).
• March 1, 2025 — advertisers can no longer create new campaigns or send new creator invitations on TCM (TechCrunch).
• March 10, 2025 — per TikTok’s own documentation, no new campaigns are posted on Creator Marketplace or TikTok Creative Challenge after this date.
• April 1, 2025 — TCM shuts down completely. The site redirects to TikTok One.

Existing work didn’t vanish: TikTok committed that past campaigns would carry over, and creators kept access to in-progress orders, earnings review and withdrawals inside TikTok One.

What is TikTok One?

TikTok One was announced on May 22, 2024 at TikTok World as a one-stop hub for marketers: one login for campaign tools, access to what TikTok described as “nearly 2 million creators”, agency partners and creative tools (TikTok Newsroom).

By 2026 it bundles the Creator Marketplace module, Creator AI Search, Partner Exchange, a Content Suite beta, Symphony AI tools and unified campaign reporting (TikTok for Business).

Creators didn’t lose access: you reach the marketplace through TikTok Studio, which redirects to TikTok One. The requirements are being 18+, availability in your country, and complying with TikTok’s guidelines — no follower threshold, and no fee listed in the official documentation.

What actually changed

On paper, everything survived the migration — TikTok’s notification promised that “all of your favorite TikTok Creator Marketplace functionality, as well as your past campaigns, will all be available in your upgraded TikTok One account.” Creators can still browse open brand deals and apply to campaigns that fit their niche.

What changed is the center of gravity. TCM was a creator-facing product with its own front door. TikTok One is an advertiser hub that happens to contain a creator marketplace — it was announced at an ads summit, built around campaign tooling, and its flagship additions (Symphony’s generative AI suite, Creator AI Search) serve the buying side. Coverage at the time raised a sharper concern: inside the same hub, brands can now generate AI avatars through Symphony as an alternative to hiring human creators — on top of long-standing creator complaints about TCM deals, like brand-set rates and offers paid in gift cards.

For creators, the practical takeaway: the marketplace still works, but it’s inbound-only. You wait for campaigns to be posted, and you compete with everyone else who applied — now including, potentially, an avatar.

The map that still doesn’t exist

Here’s the part nobody fixed: neither Creator Marketplace nor TikTok One has ever shown you the sponsorship landscape. Which brands are actively sponsoring creators right now? In which niches? Who have they worked with, and how often? That map has never been part of TikTok’s tooling — TCM didn’t have it, and TikTok One doesn’t either.

The one official transparency tool that could help, TikTok’s Commercial Content Library, only covers the EEA, UK and Switzerland — it doesn’t include the United States. If you’re a US creator wondering which brands sponsor creators like you, or a US brand wondering what your competitors are running, TikTok offers you nothing.

That gap is why we’re building fypp: a live sponsorship graph for TikTok that indexes paid partnerships and maps who sponsors whom. It’s in early access — we’re saying that plainly rather than pretending to be a finished product.

What to do now

If you’re a creator: upgrade to TikTok One through TikTok Studio so you keep your earnings history and can still apply to posted campaigns. But don’t build your sponsorship pipeline on inbound alone — the creators who land consistent deals go outbound, starting from brands that already sponsor creators like them.

If you’re a brand: TikTok One covers booking and campaign management. What it won’t show you is your competitive picture — which creators your rivals sponsor, and how fast they’re moving. In the US, no official tool does.