TikTok Launches Extensive Marketing Campaign

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TikTok Launches Extensive Marketing Campaign
TikTok is launching national ads

TikTok is ramping up its marketing efforts in the face of a potential ban in the United States and data security investigations in Europe.

The popular short-form video platform, which has offices in multiple U.S. locations, including its largest office in Culver City, on Aug. 18 announced a nationwide ad campaign.

The campaign, taglined “It Starts on TikTok,” features more than 30 creators from the platform. It will expand to other markets in September, including the United Kingdom, the European Union, Latin America and Southeast Asia.

TikTok will run ads on television networks including ESPN, TNT, ABC and NBC, as well as on radio and on digital platforms, including Hulu and Spotify.

It is believed to be the platform’s biggest ad campaign to date. Costs were not disclosed.

The effort appears to be TikTok’s latest bid to deepen its connections in the U.S. market, following recent announcements of partnerships with the New York Yankees and a $1 billion fund for U.S. creators.

On Aug. 14, President Donald Trump set a 90-day deadline for TikTok’s Chinese parent company, ByteDance Ltd., to fully divest the U.S. operations of the app to a U.S.-based company.

Beijing-based ByteDance has been in talks with Microsoft Corp., and it has been reported that Twitter and Oracle Corp. have joined the conversations.

The company said in a blog post that its new ad campaign will present TikTok as a platform for people to show their talents, find their hobbies, have fun with their families and raise money for charity.

TikTok also announced the launch of an Alexa skill for the app on Aug. 18 in collaboration with Amazon.com Inc. Users can ask Alexa to search for videos, explore sounds and record video on the platform.

“This is yet another way we’re making our app accessible to more users, empowering their creativity, and imagining new ways for users to engage with our platform,” the company said on its blog.

The Alexa skill makes hands-free video recording possible for creators, TikTok said. The Amazon device will eliminate the need for camera timers and production buddies, allowing creators to ask Alexa to hit record for them by saying, “Alexa, ask TikTok to start my recording.”

The platform also announced a deal with music distribution company UnitedMasters on Aug. 17 that will allow artists on the short-form video platform to distribute their songs directly from the app to streaming services like Apple Music and Spotify.

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