TikTok is making it easier to add affiliate links for creators, in order to earn revenue from the video-sharing app, as this will integrate new links from selected partners.
Among the TikTok creators can now add affiliate links, which then appear on the comment stream of their uploads. Tapping them goes directly to those product pages, driving direct traffic for these brands.
Only links from partnered brands will be permitted, but it is yet another way to both cement relationships with those brands and give creators another way to monetize their content.

And it also boosts up more shopping activity in-stream. TikTok is very eager to make in-stream shopping a thing and is working on various initiatives to support such. Direct product links in video comments is yet another aspect that will encourage shopping behavior, and could make TikTok and even more appealing destination for brands.

This is also a significant expansion of its existing affiliate initiatives, and the ability to add live links within comments is likely to bring out more interest.

TikTok has already had several affiliate marketing options, among others through the Creator Marketplace that enables brands to find relevant creators for their campaigns.

However, simplified, streamlined connection to their major partners can be quite a large step and, in the end, essentially facilitate brand promotions without the brands themselves having to do anything to discover these creators.

Of course, that means a certain amount of brand risk, too, in that these promotions would appear to be first vetted through the brands themselves. The brands can take down links retrospectively, but it's unclear whether they get any pre-advisement and therefore the ability to decline having their link shown up if they want.

Even so, it's another step for TikTok's shopping ambitions, and it could offer more promotional options for big brands.