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TikTok scores sizable Disney deal including a content hub and publisher partnership

Get ready for some exciting news! TikTok has just scored a massive deal with none other than Disney. As part of this partnership, TikTok will be offering a dedicated destination within their app where Disney fans can watch videos from Disney’s brands, create their own content using Disney’s music and special effects, play Disney-themed trivia, and collect “Character Cards” of their favorite players. This unique content hub is a “first-of-its-kind” and showcases the potential for future collaborations with other large brands. Disney’s decision to work with TikTok is based on the app’s extensive reach and popularity. In fact, Disney’s portfolio has already racked up over 240 billion views on TikTok. With the 100th anniversary of The Walt Disney Company fast approaching, this collaboration is the perfect way to celebrate and engage with fans all over the world. Get ready for an incredible Disney experience on TikTok like never before!

TikTok scores sizable Disney deal including a content hub and publisher partnership

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Introduction

TikTok, the popular short-form video platform, has recently scored a sizable Disney deal that includes a content hub and a publisher partnership. This partnership further solidifies TikTok’s presence in the entertainment industry and opens up new opportunities for both companies. In this article, we will explore the background of this partnership, Disney’s presence on TikTok, the content offerings in the Disney TikTok hub, and Disney’s activation on the platform.

Background

TikTok, known for its viral dance challenges and creative content, has become a go-to platform for users to express themselves and connect with others. With its massive user base and engaging features, TikTok has attracted the attention of major brands looking to reach a younger audience. One such brand is Disney, a household name in the entertainment industry, celebrating its 100th anniversary.

TikTok scores sizable Disney deal including a content hub and publisher partnership

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Disney’s partnership with TikTok

Disney’s partnership with TikTok comes as a part of its efforts to mark its 100th anniversary celebration across social media platforms. Despite TikTok’s ongoing scrutiny over its ties to China, Disney recognized the platform’s reach and decided to collaborate with it. The partnership goes beyond advertising and includes a dedicated destination within the TikTok app exclusively for Disney content.

Disney’s presence on TikTok

Prior to the partnership, Disney already had a strong presence on TikTok. Its various brands and experiences had amassed over 240 billion views on the platform, making it a popular destination for Disney fans. The partnership with TikTok aims to enhance this presence and provide fans with a unique and interactive experience.

TikTok scores sizable Disney deal including a content hub and publisher partnership

This image is property of images.pexels.com.

Content offerings in the Disney TikTok hub

The Disney TikTok hub is described as a “first-of-its-kind” content hub, offering an array of Disney-related content for fans to enjoy. Within the hub, users can watch videos from Disney’s brands, create their own videos using Disney’s music and special effects, play Disney-themed trivia, and collect “Character Cards” of their favorite players. This comprehensive content offering aims to immerse fans in the magical world of Disney.

Disney’s activation on TikTok

To celebrate its 100th anniversary, Disney is planning an extensive activation on TikTok. This activation will involve 48 Disney account handles, representing different Disney brands, participating for a four-week period across 24 regions worldwide. Fans should expect daily reminders of their favorite Disney characters, franchises, movies, and memories. This activation will not only engage existing followers but also attract new users to the platform.

TikTok scores sizable Disney deal including a content hub and publisher partnership

This image is property of images.pexels.com.

Disney100 Playlist for the community

As part of the partnership, Disney and TikTok will release a Disney100 Playlist for the community. This playlist will feature popular songs from Disney’s catalog, spanning from classic movies like “Cinderella” and “The Lion King” to more contemporary hits from “Toy Story,” “High School Musical,” and the upcoming movie “Wish.” The playlist will further enhance the user experience and encourage users to create Disney-themed content.

Pulse Premiere advertising on TikTok

One significant aspect of the Disney-TikTok partnership is the integration of Pulse Premiere advertising. Pulse Premiere is a premium ad product offered by TikTok, which provides brand-safe slots for marketers to run their ads. This ensures that the ads are placed immediately after suitable videos from premium publishing partners like Disney. Previous partners for Pulse Premiere include NBCU, Condé Nast, DotDash Meredith, BuzzFeed, and more.

TikTok scores sizable Disney deal including a content hub and publisher partnership

Benefits of Pulse Premiere on TikTok

By utilizing Pulse Premiere, advertisers can take advantage of TikTok’s engaged user base and ensure their ads are seen by a wide audience. According to TikTok, users are 2.6 times more likely to interact with a Pulse ad compared to ads on other video platforms. Additionally, Pulse campaigns have shown to increase brand recall by 9.8% on average, and awareness by 6.8%. These statistics highlight the effectiveness of Pulse Premiere advertising on TikTok.

Conclusion

The partnership between TikTok and Disney is a significant milestone for both companies. It not only showcases the increasing influence and potential of TikTok in the entertainment industry but also allows Disney to engage with its fans in a unique and interactive manner. With the Disney TikTok hub, daily reminders, and the Disney100 Playlist, fans can immerse themselves in the magic of Disney while creating and sharing their own content. This partnership sets the stage for future collaborations between TikTok and other prominent brands, further solidifying TikTok’s position as a leading platform for creative expression and brand engagement.

Source: https://techcrunch.com/2023/10/13/tiktok-scores-sizable-disney-deal-including-a-content-hub-and-publisher-partnership/