TikTok is making strides to empower small and medium-sized businesses (SMBs) on its platform by launching a new Channel Sales Partner category as part of its Marketing Partners Program. This initiative is specifically designed to offer tailored support to SMBs, helping them navigate advertising and campaign execution while addressing their unique operational needs.
The Channel Sales Partner designation enhances TikTok’s Marketing Partners Program, which originally launched in 2020. The program currently connects advertisers with vetted third-party providers skilled in TikTok’s tools and advertising products. Over time, this program has expanded to include partners specializing in areas such as creative development, campaign measurement, and commerce, including Shop Ads. The introduction of the Channel Sales Partner category is a significant step forward in scaling TikTok advertising for SMBs.
TikTok explains the motivation behind the move, stating that "more and more small and medium-sized businesses are turning to TikTok to drive real business results, from discovery through to leads, bookings, and sales." The company highlights that Channel Sales Partners will focus on driving SMB adoption and investment by meeting TikTok’s technical, operational, and go-to-market standards.
The new Channel Sales Partners will provide SMBs with enhanced guidance for advertising on TikTok. This includes assistance with campaign setup, optimization, and performance insights, utilizing platforms that businesses may already rely on for their digital marketing efforts. By offering this specialized support, TikTok aims to address the challenges faced by SMBs that may lack in-house expertise or resources to independently manage TikTok campaigns.
At launch, TikTok has partnered with six companies as Channel Sales Partners: C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo, and Scorpion. These companies collectively support tens of thousands of advertisers across North America and Europe. Their expertise spans a variety of industries, including automotive, retail, real estate, home services, and other local services.
The introduction of Channel Sales Partners reflects TikTok’s commitment to helping SMBs achieve measurable outcomes on the platform. By providing structured support through trusted partners, businesses can more effectively leverage TikTok for lead generation, bookings, and sales, fostering a smoother experience in digital advertising.
This new designation adds another layer to TikTok’s robust Marketing Partners Program, which continues to evolve in response to the needs of advertisers. With the Channel Sales Partner initiative, TikTok positions itself as a valuable resource for SMBs looking to harness the power of the platform for business growth.
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