TikTok scores a sizable Disney deal, including a content hub and publisher partnership. Disney is TikTok’s latest major publishing partner for Pulse Premiere, its premium ad solution launched earlier this year. The firm will join NBCU, Condé Nast, DotDash Meredith, BuzzFeed, and others in offering brand-safe films for marketers. Disney fans can view Disney videos, create their own with Disney music and special effects, play Disney-themed quizzes, and collect “Character Cards” of their favorite players on TikTok as part of the new arrangement.
The company calls this content hub a “first-of-its-kind,” suggesting its Disney partnership extended beyond Premiere Pulse, where it’s now one of the largest Pulse Premiere publishers, to include special accommodations and potential future large brand partnerships for TikTok.
Disney’s 100th anniversary required a social media celebration, which the merger helped facilitate. Disney said its choice to cooperate with TikTok, a Chinese-linked app under government inspection, was based on its reach. Asad Ayaz, chief brand officer of The Walt Disney Company, announced that Disney’s brands and experiences have over 240 billion TikTok views.
“TikTok is a popular platform for Disney fans to create, engage, and connect around their favorite films, shows, characters, and experiences. We are excited to partner with them to celebrate their 100th anniversary,” Ayaz stated.
Starting October 16, 48 Disney account handles will engage in a four-week TikTok activation in 24 areas worldwide. Disney brands will promote Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks, and more. Disney-run TikTok accounts have over 150 million followers. Still, this event may increase since fans “expect daily reminders” of why they bonded with “favorite Disney characters, franchises, movies and Disney memories.” This may encourage platform users to generate more Disney content.
Disney and TikTok will also release a Disney100 Playlist to help the community, featuring songs from “Cinderella” and “The Lion King” to “Toy Story,” “High School Musical,” and the upcoming movie “Wish.”
Marketers may run brand-safe advertisements alongside Disney entertainment and sports content as a Pulse Premiere publishing partner. TikTok provides an unlimited, tailored material flow, but Pulse Premiere assures advertising will appear immediately after “suitable videos” from its premium publishing partners. The business worked with NBCU, Condé Nast, DotDash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, UFC, Vox Media, and WWE for this product.
TikTok stated Pulse ads are 2.6x more likely to be interacted with than similar ads on other video platforms due to location. On average, Pulse ads raised brand recall by 9.8% and awareness by 6.8%.
