EntertainmentHow TikTok Is Constructing on the Video App's Leisure...

How TikTok Is Constructing on the Video App’s Leisure Technique


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TikTok, which now boasts greater than 1 billion month-to-month customers throughout the globe, isn’t a social media app — it’s change into a prime leisure vacation spot for a brand new era.

That’s in line with Bryan Thoensen, head of content material partnerships at TikTok, who says the short-form video platform has lengthy outgrown its roots as a manner for teenagers to share lip-syncing video clips.

Within the newest episode of Selection’s “Strictly Enterprise” podcast, Thoensen discusses the corporate’s efforts to broaden its work with creators and leisure firms and capitalize on its latest momentum. TikTok, one of many fastest-growing web apps ever, is difficult the likes of YouTube, Instagram and Snapchat for viewing time with its customized video feed.

Hearken to the podcast right here:

“We’re an leisure platform the place cultural tendencies actually begin,” says Thoensen, citing amongst different issues the community-driven “Ratatouille: The TikTok Musical.” He says the app’s secret sauce is its customized feed and discovery options that “actually current probably the most entertaining and various content material you may not have in any other case skilled or seen. And that’s one thing {that a} social graph isn’t going to serve you up.”

Underscoring TikTok’s positioning as an leisure app, the corporate has expanded entry of the TikTok TV service on Amazon Hearth TV, and extra not too long ago throughout Google TV, and LG and Samsung sensible TVs.

TikTok has a broad definition of “creators”: Thoensen and his workforce work with media firms together with Lionsgate and different Hollywood studios, streamers like Netflix, the NFL and the NBA, Comedy Central, ESPN, Conde Nast and BuzzFeed, together with particular person stars like Charli and Dixie D’Amelio, Addison Rae Bella Poarch and Khaby Lame, in addition to conventional celebs equivalent to Will Smith and Martha Stewart.

In fact, it’s in TikTok’s enterprise pursuits to assist varied constituencies maximize their attain throughout 1 billion-plus viewers: The app depends on their video clips to maintain customers engaged. “I feel I’ve one of the best job on the earth,” Thoensen says. “We get to assist creators on TikTok actually unlock  their artistic potential and in plenty of instances assist make their desires a actuality.”

On the identical time, TikTok faces lots of the identical issues as different social platforms, together with harassment and misinformation. Thoensen, a longtime digital media exec previously with Hulu, WME and Fullscreen, says the protection and wellbeing of customers is “our No. 1 prime precedence… That’s true of our creators throughout the board.” TikTok additionally offers psychological well being assets for creators, and is working towards figuring out in-app behaviors which are dangerous.

Within the podcast, Thoensen additionally touches briefly on the unusual flip of occasions final yr when Donald Trump sought to drive ByteDance to promote TikTok to American homeowners within the title of nationwide safety (an order reversed by President Biden). He calls that “previous historical past,” including: “It’s simple, you understand, to get distracted by plenty of issues that occur out on the earth… [but] our focus is on constructing the best possible expertise for our customers and for our creators, and nothing’s going to discourage us from that mission.”

“Strictly Enterprise” is Selection’s weekly podcast that includes conversations with business leaders in regards to the enterprise of media and leisure. New episodes debut each Wednesday and could be entry on iTunes, Spotify, Google Play, Stitcher and SoundCloud.

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