Three different ways to reach a TikTok creator, three different best uses. Here's how they fit together.
Messages land in a creator's TikTok inbox the same way any other user's would — informal, conversational, and totally separate from TikTok's affiliate commission system. The creator can read, reply, ignore, or block. They work best when you're trying to build a real relationship: introducing the brand, mentioning an upcoming launch, or pulling a creator into a Discord community where ongoing campaigns live.
Open Campaign Invites are a different beast. They run through TikTok's official affiliate system. You set one commission rate, broadcast the offer, and any qualifying creator can hop on under the same terms as everyone else. Think of it like posting a public job listing. The trade-off is no filter on who accepts, and the rate you set is the rate everyone gets. Open Invites earn their keep when you want volume and your offer can stand on its own.
Target Invites use the same affiliate plumbing but flip the dynamic. Each one goes to a specific creator with a commission rate you choose just for them. So a high-GMV creator might land at 30% while a smaller creator gets your standard 20%, all under separate invites. Useful for creators you've already validated as a fit and want to formally lock into your affiliate program on custom terms.
Most brands run all three at once. Messages warm up the top of the funnel, Open Invites keep a steady stream of creators flowing in on standard terms, and Target Invites secure your top performers with rates that match what they're actually worth. The Campaign Bot handles the volume across every channel, replies flow into one inbox, and you get to make creator-by-creator calls instead of getting buried in TikTok Seller Center.