TikTok has launched Creative Challenges, a performance-focused tool that allows advertisers to issue a version of a creative brief directly to content creators on the app.

Brands can issue a “creative challenge” on the platform, which includes a brief on what they would like created, set requirements for content and rewards. Creators with at least 50,000 subscribers can issue a response to the challenges with original content, and if it’s accepted by the brand, will run on the platform and earn rewards based on its performance. Advertisers will receive up to 30 ad creatives within 10 days, and can then issue requests to make revisions to the submission, which the creator can apply or appeal.

For brands, the benefit is being able to access authentic creative content for performance advertising campaigns at greater scale than reaching out to creators individually.

“TikTok Creative Challenge helps take the work out of performance advertising by seamlessly connecting brands with top-tier performance driven creator content,” the company said in its announcement.

The tool is also a further effort by TikTok to keep creators on its platform. While the video app can help influencers and content creators easily reach a massive audience, creators have said it is difficult to earn revenue on the platform. TikTok launched a creator fund in 2020, but it was criticized for low payouts, even on content that earned millions of views. This led the company to begin testing a new version of the fund in May, which is designed to give creators larger payouts as well as connections to opportunities outside of the app.