This is the first time the ByteDance-owned platform is working with a media company to produce sponsored weekly live shows on the forum.
TikTok signed a year-long deal with BuzzFeed, in which the media company will premiere multiple live video series on the platform, and TikTok will secure sponsors for the show. The first series to come out of the deal is – “I Made This”, with the first episode airing on 3 November.
This eight-part series, coming from BuzzFeed’s cooking vertical Tasty, will feature live cooking videos for different events and holiday celebrations like Friendsgiving, Diwali and Hanukkah. It would star in-house and independent creators that BuzzFeed works with.
Based on this deal, BuzzFeed brings its brand recognition, popular content format and themes, and creators to the table. TikTok, on the other hand, can offer access to its over 1 billion monthly live active users along with sponsors for live shows.
According to TikTok, though sponsors will not have creative or editorial control of episodes, they will be able to collaborate with BuzzFeed and TikTok on integrating and mentioning their brand. Additionally, this deal serves as a pilot program for developing how publishers can work with TikTok to generate direct revenue on the platform.
[6 minute read]