Dive Brief:
- TikTok is expanding its Out of Phone program in an effort to place the social media platform into more shopping environments, the company announced Tuesday. The latest expansion includes four new partners, adding TikTok to more screens in vehicles, shopping malls, fitness centers, airports and more.
- Among those partners, the social media app teamed up with Westfield Malls to bring its advertising and content to screens in upscale shopping centers in the U.S.
- TikTok is also partnering with Rockbot, a streaming digital media provider for businesses. TikTok content will “appear on tens of thousands of screens at consumer-centric locations across the country” thanks to the deal, the company said.
Dive Insight:
The Out of Phone program was created to give TikTok brands and creators real-world opportunities to connect with physical audiences, according to Dan Page, global head of partnerships and new screens at TikTok.
Already, the social media platform says it drives purchases daily, with over 20 million posts using the hashtag #TikTokMadeMeBuyIt.
"We’re thrilled to join TikTok’s Out of Phone program and bring the power of digital storytelling into the physical spaces of Westfield malls,” Kristen Jackman, senior vice president of Westfield Rise U.S., said in a statement. “There’s truly no better place to connect with consumers than when they’re in a discovery mindset — with curiosity sparked and wallets open.”
The expanded offerings are live in the U.S., joining previously launched networks such as Loop TV and Screenvision.
Consumers are turning to TikTok to discover items across categories. A recent report found that luxury shoppers use TikTok to find product review videos and influencer content. On TikTok’s e-commerce solution, TikTok Shop, U.S. users averaged $700 on the platform last year, PartnerCentric found.
