TikTok has rolled out an update to enhance the app experience for viewers on larger devices including tablets and foldables.

According to the social media giant, the app is now better optimised for larger screens, allowing users a clear video feed, streamlined navigation bars and orientation support.

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With the new update, TikTok claims users can see a “more refined video feed that showcases content with enhanced clarity.” Users will also now see navigation bars at the top and bottom of the screen for easy access.

The app will also work in landscape or portrait orientation, TikTok revealed.

In a statement, the social media giant said: “While most people already know and love TikTok on their mobile devices, we know many also like to access it on larger screens and foldable devices.

“Whether they’re watching the latest cooking trends or searching for the latest soccer highlights, we’re excited to share that TikTok is now better optimised for tablets and foldable gadgets. This new update offers a complete upgrade, ensuring a seamless and visually appealing TikTok experience for users worldwide, regardless of the device they choose.”

The news comes as TikTok recently launched a new campaign which spotlights the journeys of discovery starting on the platform.

The ‘It Starts on TikTok’ campaign is the social media giant’s first campaign with Lucky Generals and features the diverse range of places a simple browse on TikTok can lead to.

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TikTok has launched a new campaign which spotlights the journeys of discovery starting on the platform.

The ‘It Starts on TikTok’ campaign is the social media giant’s first campaign with Lucky Generals and features the diverse range of places a simple browse on TikTok can lead to.

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The campaign will initially feature OOH and DOOH billboards, from Waterloo Station to the Cromination.

TV placements will also launch early next year, alongside, BVOD, social, radio, podcast and in-app marketing, TikTok revealed.

The campaign also includes creators and businesses, who have been sharing their unique experiences with the TikTok community, including @hardestgeezer, @nikyyoga and @mealsbymitch.

TikTok Head of Marketing Harry Wilson said.”TikTok is a place to be inspired and discover new things. Every day, our community prove that a dose of inspiration can go a long way.

“It Starts on TikTok is about celebrating the extraordinary moments that spark when communities come together. We hope this campaign inspires people to discover a new hobby, search for that recipe or even turn their passion into a career. We have loved bringing It Starts on TikTok to life with Lucky Generals.”

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TikTok’s Global Head of Business Sofia Hernandez has urged the marketing industry to “be creative again”, as the social media giant launched its What’s Next 2024 Trends Report.

According to the new report, which showcases key trends for the next year, most brands can demonstrate “Creative Bravery” next year, fuelled by a blend of “curiosity, imagination, vulnerability and courage”.

The social media giant added brands that will see the most success will regularly pique global curiosities, flip traditional story arcs, and deepen trust with their audiences.

However, Hernandez continued that there are “so many ways that brands can engage with their communities and their audience by not following [storytelling] best practices.

She said: “Consumers are saying, we want to see you here, but we want you to show up the right way and like one of us. I always say, think like marketers, act like creators.”

“It’s not easy for brands to lean in and be creative this way,” she concluded.

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Ticketmaster and TikTok have expanded their partnership which allows artists to sell tickets to fans directly via the social media app across over 20 countries.

As a result of the extended partnership, any Certified Artist on TikTok in the participating countries can use the Ticketmaster ticketing feature to promote their live dates and connect with fans around the world.

These countries include the UK, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain, Sweden and the US.

The move follows the successful beta launch of the partnership, which was announced in the US last year and saw successful ticketing campaigns for both established and emerging artists, comedians and sports teams, including Niall Horan, The Kooks, Burna Boy and Shania Twain.

“Today’s music lives on a global stage and the demand for ‘live’ has never been greater,” Ticketmaster VP Global Business Development & Strategic Partnerships Michael Chua said.

“Through our partnership, TikTok and Ticketmaster are empowering artists to easily connect their content to event discovery and ticket purchase in-app making it easier than ever for fans around the world to experience their favourite artists live.”

TikTok Global Music Partnership Development Lead Michael Kümmerle added: “This is an exciting moment for the millions of passionate music fans in the TikTok community. By enabling fans to buy tickets directly through TikTok, we’re giving artists the opportunity to reach ticket buyers in a whole new way and change the game for live events around the world.

“As we bring fans closer to the artists and events they love, we hope to deliver further value to all artists throughout all stages of their careers and provide more opportunities for a growing fanbase. We are very excited to see how our partnership with Ticketmaster will develop over time.”

The news follows the social media platform launching its ‘Pulse Premiere’ advertising solution in the UK, securing Sky Sports as its first approved British publisher.

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Social media platform TikTok has launched its ‘Pulse Premiere’ advertising solution in the UK, securing Sky Sports as its first approved British publisher.

TikTok’s ‘Pulse Premiere’ solution allows advertisers to place their ads directly after premium publisher content on the platform’s For You page.

As a result, advertisers will also have the option to purchase ads to appear alongside publisher partners for specific tentpole events as well as evergreen, ongoing content.

“TikTok is designed to provide joy and entertainment to consumers while giving brands the creative tools to be discovered and build deeper connections with the communities around them,” TikTok General Manager of Global Business Solutions, Kris Boger said.

“With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.”

Since its launch, TikTok Pulse has proven to increase ad recall by +10.5% and awareness by +5.7%, by ensuring brands appear next to the most relevant and culturally-impactful content that has highly engaged and primed.

Sky Media Director of Digital Advertising, Graeme Hutcheson added: “Football and sports are a massive part of social currency and talkability.

“There’s nothing like watching the game live, but whether you missed out or want to relive a magic moment, those shareable video moments that are exclusive to Sky Sports, regularly spread like wildfire.

“By partnering with TikTok we’re enabling brands to be at the heart of the conversation with an engaged audience.”

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The popular soft drink brand recently launched the latest evolution of its work with famous football players, launching the ‘Music Keeps Us Fizzing’ campaign alongside Lionel Messi, Paul Pogba, Jadon Sancho, and Shanice van de Sanden.

“For years and years, we’ve been in the worlds of music and football. And, when weve been at our best, there would always be great players in an entertaining concept and then a track that just takes it to another level. So, thats what weve done with ‘Music Keeps Us Fizzing’ this year,” says Aman Matharu, Director of Digital Transformation & Marketing Capability for Global Beverages at PepsiCo.

“We’ve got the GOAT, the worlds best player, Messi; a World Cup winner in Pogba; a superstar thats up-and-coming in Sancho; and then Shanice van de Sanden, who is the coolest female player thats out there, coming to life in this in this advert – all to this bespoke track that weve put together with Becky G and Burna Boy.”

At the heart of the campaign, there has been a TikTok hashtag challenge. The #PepsiChallenge, developed in partnership with football platform Copa90, enables fans around the world to show off their football skills alongside Messi, Pogba, Sancho, and Van de Sanden.

The activation works via TikTok’s ‘Duets’ feature, which gives users the opportunity to use someone else’s content and perform alongside it in a split-screen video. Fans can get involved in the #PepsiChallenge by searching for the hashtag and selecting the player they wish to duet with via the @PepsiGlobal TikTok channel.

At the time of writing, the #PepsiChallenge has amassed over 2.3bn views.

“The idea was, essentially, around people being stuck at home in lockdown,” explains Matharu. “How do we give them a chance to play football with their idols and how do you do it in an entertaining way with music really driving the beat? So, this is where we worked with our creative agency on various concepts and the one that we all loved was really around this hashtag challenge. And we called it the ‘#PepsiChallenge’, because why wouldnt we call it that? Weve got so much equity in ‘Pepsi Challenge’. It just made sense to use the hashtag challenge and to leverage duets as the way. ‘How do we get people playing with the talent? Why dont we try duets?’ And the more we worked on it, the more we got more confident that this was going to absolutely fly.”

Pepsi also worked with a number of influencers around the world on the campaign, including the likes football freestyler and presenter Ben Black (@ben); football creator and freestyler Jenifer Rosas (@jenifer.rosas); and Youtuber Bruno Carneiro Nunes, better known as Fred (@Fred).

“Our creative agency has an influencer arm as well. So, it was a case of, ‘who are the relevant influencers for us to bring onto this onto this project?’ We’ve been working with influencers for years so, when it comes to football, weve had a great established relationship with four or five of them at least, and then well always look to refresh it and bring in the up-and-coming influencers that are out there,” says Matharu.

“In Brazil, weve chosen Fred as one of the influencers who worked with us on this, and his numbers are huge. He gets us a couple of million views per video. But our influencers also love the concept, its not just a big brand that turns up with a with a cheque.”

Away from TikTok, Pepsi has launched an augmented reality experience with Instagram.

The experience, which works by scanning a QR code on the side of Pepsi’s packs around the world, enables consumers to take part in a game where they control one of the campaign’s featured players using just their head movement.

“Imagine how many hundreds of millions of packs that are on shelves around the world with a QR code on them that you can scan,” Matharu says. “With the Messi can, for example, you would unlock the Messi experience within Instagram, and you basically use your head to control Messi. You go up and down and you collect points and, again, the track is driving it in the background. The way we built it is based on the BPM of the song. As the track gets faster, the game becomes harder and its all about whats the highest score that you can get.”

As with any brand looking to sell products, the main goal of the campaign is to sell more Pepsi. But, to achieve this, the brand needs to be sure it’s putting out the best content and engaging the audience with every activation. And it seems that, for Pepsi, engagement isn’t a problem.

As mentioned earlier, the brand has amassed more than 2.3bn views across the #PepsiChallenge. In addition to that, the campaign-related duet video shared on Messi’s channel is the most-viewed video that he has ever had – a title that previously belonged to another Pepsi video, funnily enough.

“Were proud to be able to give Messi content that absolutely flies,” says Matharu. “And, if you look at Pepsis content versus his other sponsors, it doesn’t come close to our numbers. We know he loves working with us because of that and its the same with the others too. If you look at their numbers when it comes to branded content, Pepsi is generally number one.”

We can expect to see plenty more from Pepsi around football and music later this year.

For the last few years, Pepsi has had exclusive sponsorship of the Champions League final opening ceremony and this will continue this season (and for the next few seasons at least, after PepsiCo extended its partnership with UEFA until 2024).

The pre-game performance in this season’s final is set to be performed by “one of the biggest artists that’s out there,” according to Matharu. And a campaign can be expected around that on TikTok and other platforms.

“Everything we do, we always want to be entertaining and be cultural with it,” he says. “If you look at Pepsi back in the day, thats what weve been famous. When Pepsis been at its best, its always been about entertainment. That’s why we partner with TikTok – it’s the most entertaining platform at the moment and where this generation is being most creative.

“We’re really driving fun and making sure that were giving something exclusive and innovative that only Pepsi can do – and I think weve really delivered that,” concludes Matharu.

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Next month, The Brit Awards will be launching a podcast series exclusively on Amazon Music called ‘Brits Top Table with Mastercard’. The eight-episode series will present the experiences and music loved by some of the UK’s diverse music talent.

In addition to the podcast series, Amazon Music will launch the official Brits playlist on 31 March and make live music from the show available after the event itself.

“We’re thrilled to be an official partner for the second year in a row, celebrating the British music industry and some of the UK’s most loved artists,” said Jillian Gerngross, Director of Amazon Music Europe. “This year we’re excited to help bring fans closer to their favourite artists in even more ways, including the brand-new Brits podcast. We’re looking forward to an amazing night of music.”

Meanwhile, over at TikTok, there will an exclusive series of in-app events to profile those nominated in the ‘Breakthrough Artist’ category, which TikTok is presenting. There will be TikTok Lives, hashtag challenges, special programming, and a Brit Awards takeover in the lead up to awards night.

“Were delighted to partner with The Brit Awards for the second year running and present the Breakthrough Artist category,” said Paul Hourican, Head of Music Operations UK at TikTok. “2020s Brits live stream and #RedCarpetReady challenge ignited the passion and creativity of our community, placing TikTok at the heart of the industrys biggest night. A year on and TikToks impact on the UK music industry is undeniable, helping break artists and their music and becoming the home for music discovery for fans the world over. Increasingly, UK Music starts on TikTok.”

The nominations for this year’s Brit Awards will be announced at 4pm BST on Wednesday 31 March across the @Brits official channels on TikTok, YouTube, Twitter, Facebook, and Instagram.

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The #CreatorRevolution challenge, which has been dubbed ‘a modern-day beauty pageant for the digital age’, is looking to redefine beauty by inviting people from all walks of life to show off their creative flair against three themes and hashtag challenges.

“This is a bold, disruptive campaign by Revolution Beauty that wants to celebrate a changing beauty industry. Brands in beauty need to embrace and celebrate all types of beauty with a community that cares deeply about authenticity,” said Adam Minto, Founder of Revolution Beauty. “TikTok is the perfect platform for us to partner with to find the next generation of beauty talent and creativity, with an audience that is already out there shaping the future of our industry.”

The six-month challenge, running from April through to the finals in October, will culminate in one creator winning a prize of $100,000, the opportunity to create their own product line with Revolution, and a spot on the TikTok Creator Marketplace.

Entrants will be selected from entries to the hashtag challenge – judged by creator Abby Roberts and a panel of other experts – over the next three months.

To promote the challenge, Revolution has worked with TikTok’s Creative Lab to deliver a high-impact splash on the video-sharing app in the UK and US. Revolution will also collaborate with creators, deliver TopView and in-feed ad placements, launch a bespoke music track, have a page in TikTok’s Discover tab, and debut a branded effect.

“This unique campaign takes advantage of everything TikTok has to offer – from our vibrant and diverse creator community to our innovative ad formats, sounds and creative effects – creating a truly immersive digital experience,” said Antonia Baildam, Beauty Brand Partnerships Lead at TikTok. “Were thrilled to be working with Revolution Beauty for this campaign, a brand thats leading the charge to disrupt stereotypes and champion genderless and inclusive beauty. We cant wait to see what our creator community to offer and the superstars this campaign unearths.”

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For this year’s competition, the theme is ‘Doing is everything’. And Nespresso wants to see the TikTok community show off their creativity and interpret this theme through the #NespressoTalents branded hashtag challenge, which is running alongside the main competition.

“Storytelling is part of our brand DNA. We understand the power of immersing an audience into a story and believe that there is no greater medium for storytelling than film. And as a lifestyle brand, we focus on this territory because the uniqueness and prestige of many film events are a natural fit for our premium positioning,” said Anna Lundstrom, Chief Brand Officer at Nespresso. “Working together with the team at TikTok presents a unique opportunity to engage a wider audience, showcasing innovation and a more disruptive spirit, in a way that is authentic and engaging.”

Nespresso Talents, now in its sixth year, calls on creators to submit two- to three-minute vertical short films around a theme. Entrants to the official competition have the chance to win exclusive trips to major film festivals, including the Cannes Film Festival, this year to see their film shown. The winners will also benefit from mentoring sessions with film experts and a share of €50,000.

To further boost the TikTok campaign, Nespresso is running a premium TopView placement in the UK today, meaning it will be the first video everyone sees when they open up the app. There will also be in-feed placements over the next few days.

Nespresso is also working with creators including photographer and creative director Mike Queyen (@QMike), London-based photographer @thevisuallife, photographer and videographer @kymagination, singer-songwriter and film director Onyi Moss (@mossonyi), UK mental health ambassador @dralexgeorge, fitness influencer @steph_elswood, and foodie/ASMR specialist Sam Way (@Samseats).

“TikTok can be a highly effective part of a broader campaign by brands to tell stories to an audience not found on other platforms, and this use of the platform and a branded hashtag challenge by Nespresso is the perfect demonstration of that,” said Niusha Koucheksarai, Head of Brand Partnerships, Global Business Solutions, UK at TikTok. “Our community cares deeply about sustainability, and they are some of the most creative people you can find. As Nespresso searches for new types of filmmakers to enter its global competition, I have no doubt well see some incredible engagement and stories being told by our community in response.”

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NXGN is an annual celebration of the beautiful game’s best up-and-coming talent from across the world, featuring a 50-strong male and 10-strong female list of players who are ranked based on contributions from hundreds of Goal journalists. Previous winners of the men’s NXGN award include Jadon Sancho, Justin Kluivert, Gianluigi Donnarumma, and Youri Tielemans.

The TikTok campaign will kick-off on Sunday 21 March when the full NXGN 2021 shortlist is premiered exclusively on the short-form video app. This will be followed on Tuesday 23 March with the reveal of the full NXGN 2021 countdown across all of Goal’s social platforms and, at this point, TikTok will launch a bespoke hub through its Discover tab.

“Goal’s NXGN list is a must-see moment of the football calendar, and we’re delighted to partner with them to bring the list exclusively to TikTok ahead of its full launch,” said Arthur Guisasola, Strategic Partner Manager, Sport at Tiktok.

“We have a growing and diversifying community that is consuming more and more football content, and with many on this list also creators on the platform it’s a partnership that that makes sense.”

Over the course of next week, Goal will publish TikTok exclusive content on some of the players featured on its latest lists, including Pedri and Ansu Fati of Barcelona, Ki-Jan Hoever of Wolves, and Haley Bugeja of Sassuolo.

The campaign will also feature TikTok creators, including Ben Black (@ben), Formz (@formzofficial), and Elischa Edouard (@elischaedouard), who will share videos about their favourite young players.

“With NXGN focusing on the next wave of global talent, partnering with a platform that resonates with both young fans and players is a natural fit,” said Alex Chick, VP of Content at Goal.

“Through extending this activity to some of the biggest football influencers on the platform, as well as our own talent and accounts, we’re looking forward to NXGN dominating the football discussion on TikTok.”

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