TikTok Launches Channel Sales Partners to Boost SMB Advertising

TikTok has expanded its Marketing Partners Program with a new “Channel Sales Partner” category, designed to connect small and medium-sized businesses (SMBs) with specialized platform expertise. This strategic addition aims to drive SMB adoption by offering businesses additional support and insights to maximize their in-app advertising campaigns effectively.

Supporting Business Growth Across Industries

The initial rollout includes six Channel Sales Partners: C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo, and Scorpion. These platforms represent some of the most established SMB marketing providers across North America and Europe, collectively supporting tens of thousands of advertisers. Their focus spans multiple industries including home services, automotive, retail, real estate, and local services, ensuring broad coverage for diverse business types.

Building on TikTok’s Partner Ecosystem

TikTok first launched its Marketing Partner Program in 2020 to provide localized expertise through vetted, TikTok-trained providers. Since then, the program has consistently evolved, expanding to new regions and agencies while introducing specialized categories like “Shop Ads” to help retailers optimize performance. The Channel Sales Partner designation represents the platform’s ongoing commitment to making TikTok advertising more accessible and effective for smaller businesses.

These new partnerships enable SMBs to access advanced marketing expertise without extensive internal resources. By connecting businesses with established platforms that understand TikTok’s advertising ecosystem, SMBs can better leverage the platform to achieve tangible results—from customer discovery through leads, bookings, and sales. The expansion underscores TikTok’s focus on democratizing access to sophisticated marketing tools.