Creator Commerce
See which brands shape the creator commerce conversation.
Measure how brands appear across TikTok creator content and TikTok Shop — from social mentions and engagement to creator presence and commerce evidence. Each lens is measured separately, never blended into a single score.
TikTok organic · TikTok Shop · Recognised brand mentions · Reported lens by lens
Content
Illustrative
Brand
Unresolved
Brand
Brand
Brand
Unresolved
Brand
Recognition
Recognised
Enters the evidence base
Unresolved
Held separately
Why it matters
Shoppers also discover products in creator content.
Product discovery doesn’t only happen in search or AI answers. On TikTok, creators show, name and link to products, and TikTok Shop puts some of them one tap away. That’s a different environment with its own competitive field, so it needs its own evidence.
Creator content
Brands named in captions, hashtags and creator posts.
Audience response
Likes, comments and shares on those posts.
Shop-linked evidence
Posts and products connected to TikTok Shop.
The measures
Four lenses. Each one reported on its own.
Every lens is calculated within the same measured content set, and none is combined with another. There’s no overall Creator Commerce score.
Measured content set
Core measure
Share of Social Mentions
A brand’s share of recognised brand mentions across a disclosed TikTok content set.
How it’s counted
Each recognised brand is counted at most once per post. The denominator is every recognised brand mention in the same content set.
Distinct from
Market share · Sales share · Conversion
Secondary lens
Share of Engagement
A brand’s share of likes, comments and shares on posts that mention recognised brands in the same content set.
Unweighted
Views shown separately
Secondary lens
Creator Share
Distinct creators mentioning a brand, as a share of distinct creators mentioning any recognised brand in the same content set.
Counts creators
Not followers or reach
Commerce lens · In validation
TikTok Shop Presence
A brand’s competitive presence within observable TikTok Shop and Shop-linked evidence.
The exact calculation is being validated against the Shop evidence we can collect consistently.
Not measured
Shown where Shop evidence isn’t collected — never as zero.
Lenses are reported separately and never blended into a single score. Percentages apply only within their own measured content set.
Transparent by design
Every result comes with its evidence base.
A percentage only means something alongside what was measured. Every Creator Commerce result states its market, surface, keyword universe, measurement period and posts analysed.
Unrecognised evidence is held separately.
Mentions or links we can’t confidently match to a brand aren’t assigned to anyone.
Not measured is not zero.
If a surface or lens wasn’t collected, it’s shown as not measured.
Measured content set
Illustrative
Market
Surface
Keyword universe
Measurement period
Posts analysed
Evidence tray
Recognised
enters the measured evidence base
Unresolved
held separately
Not measured
never converted to zero
How it works
From creator content to separate evidence lenses.
01
Define the content set
Agree the market, surface and category keyword universe for the measurement period.
02
Collect posts
Gather TikTok organic and, where available, TikTok Shop posts for those keywords.
03
Recognise brands and creators
Match mentions against the category brand library; hold anything unresolved separately.
04
Report each lens
Calculate each measure within the same content set and report it separately, with its evidence base.
Two environments
Creator Commerce and AI answers are measured separately.
Share of Conversation measures which brands Direct AI (Gemini, OpenAI and Perplexity) puts forward in answers to shopper questions. Creator Commerce measures how brands appear in TikTok creator content and Shop evidence. Different environments, different denominators: the percentages aren’t combined and aren’t directly comparable.
Direct AI
Shopper questions
Gemini · OpenAI · Perplexity
Share of Conversation
Denominator
Recognised eligible brand references within the certified shopper-question universe.
Creator Commerce
TikTok creator content
Recognised brand mentions
Share of Social Mentions
Denominator
Recognised brand mentions within the disclosed measured content set.
FAQ
Common questions.
What is Creator Commerce?
Evidence of how brands appear across TikTok creator content and TikTok Shop, reported as four separate lenses: Share of Social Mentions, Share of Engagement, Creator Share and TikTok Shop Presence.
What does Share of Social Mentions measure?
A brand’s share of recognised brand mentions across a disclosed TikTok content set. Each brand is counted at most once per post. It isn’t a measure of market share or sales.
Which platforms are included?
TikTok organic content and TikTok Shop, in supported markets. Other platforms aren’t currently measured.
Is there an overall Creator Commerce score?
No. Each lens is reported separately with its evidence base. Combining them would hide what each one measures.
How does this relate to Share of Conversation?
They’re separate. Share of Conversation measures Direct AI answers; Creator Commerce measures TikTok creator content and Shop evidence. Their percentages are never combined.