10:00 PM, 14 May 2022
The platform, which is blowing up the counters, is beginning to overshadow the major US social networks in their race for Internet users’ mind time – available and monetized. It was a huge blow when it became an official partner of the Cannes Film Festival, one of the world’s seventh major artistic events. Next week, users and influencers will monopolize the rise of the steps. Born in China from the algorithm obsessions of Zhang Yiming, the platform with 1 billion unique visitors that so far has attracted teens like flies, with its hilarious videos and challenges, is increasingly appealing to adults.
Some even enjoy hijacking a powerful icon for the professional world that Microsoft invented, PowerPoint presentations. But without taking itself too seriously, TikTok is committed. Today, the network is expanding its web into new universes. A strategy of capture and influence that Rich Waterworth, General Manager for Europe at TikTok, returns for a JD before traveling away to Movie City.
TikTok is the first tech player to partner with the Cannes Film Festival, how did you do that?
At our core, we are big promoters of the creative industries. For two years now, we have been working with the film industry, which has been hit hard by the health crisis. We accompanied Warner Studios during the sci-fi film launch in France last June dunes. The launch was followed by nearly 200,000 merchants. This initiative has inspired other countries, including the United States. All this laid a good basis for communication with the organizers of last year’s Cannes Film Festival.
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What is this partnership?
The creators of TikTok will be invited to the Cannes Film Festival to produce content and, in particular, a sixty-minute show to be produced with artists and guests on the red carpet. And we’ll have a magician do some tricks as we go up the ladder. We have also run an international competition where users from more than 44 countries are invited to submit short films of thirty seconds to three minutes. These films tell global stories. On May 20, three winners will be awarded by the festival’s general delegate, Thierry Frémaux. We will also provide our users with a feature called Zoom in Based on augmented reality, it allows you to enlarge the face while creating an increasingly shallow field. Finally, to celebrate this partnership, we are signing a nationwide communication campaign from May 12-30 on the topic “This is not a movie, this is TikTok”In honor of the famous painting by René Magritte.
With Cannes, TikTok increases its influence…
The raison d’être of TikTok is to provide a framework for its users to unleash their creativity; In our beginnings, in the world of music, as in sports today. And so we have been Euro 2022 partners in handball, and in rugby we will cover the Six Nations for four years. The level of commitment and passion that these global events motivate is very strong. This fully applies to cinema, lifestyle, travel, discussions about books or cooking. TikTok is expanding its audience with new creative spaces. Today, 67% of our regular visitors are over 25 years old.
TikTok has rearranged the cards by empowering its community to get creative and lowering barriers to entry
How to invest your monthly user base of more than 100 million users in Europe?
We have a place to exchange for brands and creators called Creator Marketplace. Since 2021, we’ve partnered with e-commerce specialist Shopify. We are also developing new ad formats and in Europe, users who click on an ad are now sent to the brand’s catalog without leaving the platform. TikTok also supports talent. In the UK, US, Brazil and Indonesia, we’re helping them get started with SoundOn, our music promotion and distribution platform. And our European Fund for Innovators, to which we contribute €250 million over three years, is used to reward our European talent.
What is the reason for the shameless growth of your app, which worries powerful competitors such as Instagram, YouTube or Spotify?
TikTok has rearranged the cards by allowing its community to be creative and lowering barriers to entry. The fact that our users can post the content they love and be able to change universes whenever they want is key to our success.
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What does TikTok intend to do regarding the Labello Challenge, which could lead to suicide?
At TikTok, the safety and well-being of our community is our priority and we haven’t found any evidence of this trend. As part of our commitment to keeping our community safe, we continue to review posted content and any content that violates our Community Guidelines will be removed.