The short answer: TikTok One for chosen creators on agreed fees, TikTok Shop affiliate for commission-based volume, Spark Ads for scaling the winners.
What changed
TikTok has moved Creator Marketplace into TikTok One, its hub for finding creators, sending briefs and managing creator campaigns. For Singapore brands the job is unchanged: find creators whose audiences buy, agree terms, get usable content, and measure it.
English and Mandarin creators
Singapore audiences split by language as well as interest. Brands selling to Chinese-speaking Singaporeans usually run a separate Mandarin creator list and brief rather than translating the English one; tone, humour and product framing differ. We brief Mandarin creators in Singapore directly.
Shortlist by audience location first (a large share of some creators' viewers are outside Singapore), then engagement on recent videos and results from past product work.
Briefing and disclosure
A paid creator video is the brand's advertising. Keep TikTok's paid-partnership label on, make the commercial relationship clear in the content, and follow ASAS guidance on social media marketing. Regulated categories, including healthcare and financial products, have their own advertising rules that apply to creator content too.
TikTok One, TikTok Shop affiliate, or both
| TikTok One | TikTok Shop affiliate | |
|---|---|---|
| Payment | Agreed fee per campaign | Commission on sales |
| Scale | Tens of creators | Hundreds of creators |
| Best for | Brand campaigns, launches | Ongoing product sales |
From creator video to ad
The best creator videos run as Spark Ads with the creator's authorisation; see TikTok Spark Ads for Singapore brands.
For Epitex Home, TikTok GMV Max and Spark Ads return on ad spend rose from 1.2× to 3.4×, and Spark Ads CPM ran 38% below standard video ads (January 2025 – August 2026). Full detail: Epitex TikTok and Meta Ads case study.
See the influencer marketing and TikTok Ads services in Singapore.
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Our team specialises in performance marketing built for the Singapore market — SGD budgeting, MOH/PDPA-aware compliance, and campaigns run for Singapore accounts, not copied from Malaysia.
Published by shakalakaa team · Editorial standards