TikTok has announced an expansion of its Marketing Partners Program with the introduction of a new “Channel Sales Partner” category, aimed at helping small and medium-sized businesses (SMBs) navigate advertising and campaign execution on the platform. The update adds a new layer of specialized support designed to connect advertisers with partners whose expertise aligns closely with their operational and business needs.
The Marketing Partners Program, first launched in 2020, was created to give advertisers access to vetted third-party providers trained in TikTok’s tools and ad products. Over time, the program has grown to include partners focused on creative development, campaign measurement, and commerce, including a dedicated category for Shop Ads. The new Channel Sales Partner designation further broadens that ecosystem, with a specific focus on scaling SMB adoption of TikTok advertising.
TikTok says the move reflects increasing demand from smaller businesses that are turning to the platform not just for awareness, but for measurable outcomes across the funnel. As the company explains: “More and more small and medium-sized businesses are turning to TikTok to drive real business results, from discovery through to leads, bookings, and sales. Sitting under the Marketing Technology badge, the Channel Sales Partner Program recognizes partners that meet TikTok’s technical, operational, and go-to-market standards while driving SMB adoption and investment through their platforms at scale.”
At launch, six companies have been named as Channel Sales Partners: C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo, and Scorpion. TikTok notes that these partners collectively support tens of thousands of advertisers across North America and Europe, working with businesses in sectors such as automotive, retail, real estate, home services, and other local services.
With this designation, approved partners will be able to offer deeper TikTok-specific guidance, including campaign setup, optimization, and performance insights, through platforms already used by SMBs to manage digital marketing. The aim is to reduce friction for businesses that may lack in-house expertise or the resources to manage TikTok campaigns independently.
