Built on official TikTok APIs, the new features let DTC and ecommerce brands find creators who fit in the TikTok Creator Marketplace and turn their best videos into Spark Ads, with every creator permission tracked in Roster.
LEHI, Utah, Oct. 20, 2026 /PRNewswire-PRWeb/ -- Roster, the leading platform for ambassador, affiliate and creator programs for ecommerce and DTC brands, today announced TikTok Spark Ads and Creator Discovery. Built on official TikTok APIs, the features let brands search the TikTok Creator Marketplace for creators who are a genuine fit and turn a creator's best organic posts into Spark Ads, with every permission tracked in Roster. Together with the Instagram Creator Discovery and Meta partnership ads launched earlier this month, brands can now run creator programs across Instagram, Facebook and TikTok from a single platform.
One creator program, too many tools
TikTok is one of the most important channels for ecommerce brands to reach new customers through creators, but the work behind it is scattered. Social teams find creators by scrolling the app and manage them in DMs and spreadsheets. Brand teams negotiate usage rights over email. Paid media teams chase Spark Ads codes to run creator videos in TikTok Ads Manager. Affiliate links and payouts live in yet another system. None of these tools share a record, so no one can say who agreed to what or what the program actually earned.
Roster replaces that patchwork. Ambassadors, affiliates and creators share the same profiles, links, rewards and reporting, and the new TikTok features bring discovery and paid amplification into that same record.
TikTok Creator Discovery
- Search the TikTok Creator Marketplace from inside Roster by location, follower size and content category.
- Weigh commerce signals such as GMV band and units sold to understand how a creator's content resonates with shoppers, not just how big their following is.
- See at a glance who is already an ambassador or has already tagged the brand, so teams build on existing relationships first.
- Review full creator profiles, invite several creators at once, and track every invitation through to completed content.
TikTok Spark Ads
- Rank creator videos by earned media value (EMV), reach and engagement to find the ones worth amplifying.
- Request Spark Ads authorization, capture and track Spark codes, and revoke when an agreement ends.
- Launch in TikTok Ads Manager from the creator's own handle, with their voice, social proof and comments intact.
- Works with creators' shoppable TikTok Shop videos, and sits alongside Meta partnership ads for one system of record across Instagram, Facebook and TikTok.
Roster never runs the ad or reads ad spend. Creators approve in TikTok and can revoke permission at any time.
"With more than 100 billion shopping searches on TikTok Shop in the U.S. last year, creators are the voices people trust most," said Raj Nijjer, CEO of Roster. "Roster helps ecommerce brands find the right creators on TikTok, amplify their work with permission, and build partnerships where both sides grow: creators earn reach and rewards, and brands earn a community and revenue they can measure."
One platform for every team behind the brand
- Social media teams recruit and discover creators, run campaigns and briefs, and see every tagged post through social listening.
- Brand teams run ambassador programs and communities and collect user-generated content with usage rights agreed up front.
- Paid media teams get a steady supply of authentic, permissioned creator content for Meta partnership ads and TikTok Spark Ads.
- Ecommerce and growth teams track referral links and discount codes, attribute revenue and automate payouts.
Instead of separate point solutions for influencer discovery, affiliate tracking, UGC rights, ambassador communities and payouts, every team works from one record per person and one measure of results: earned media value and referred revenue.
Availability
TikTok Creator Discovery and TikTok Spark Ads are available today on Roster. To use them, brands onboard as a business on TikTok and connect their TikTok business account to Roster. The two features work independently, and neither requires a TikTok Shop. To learn more or book a demo, visit https://www.getroster.com/demo/.
About Roster
Roster believes the people who already love a brand are its most trusted voices. As the leading platform for ambassador, affiliate and creator programs, Roster helps ecommerce and DTC brands turn customers, fans and creators into lasting partners, and gives social media, brand, paid media and ecommerce teams one platform to recruit, reward and measure them, in place of fragmented point solutions. Brands like Caraway, Lola Blankets and The Feed use Roster to build communities that create authentic content, power their paid social and drive revenue they can trace. To date, brands on Roster have driven more than 1.5 million referred orders and $250 million in referred revenue, and generated over 1.7 million pieces of user-generated content, with programs typically returning 4 to 6x ROI. Learn more at https://www.getroster.com.
Media Contact
Raj Nijjer, Roster, 1 000000000, [email protected], https://www.getroster.com
SOURCE Roster
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