TikTok is taking one other step in the direction of immediately funding publishers’ content material with right now’s announcement that it’s financially backing the manufacturing of media writer NowThis’ new series, “VIRAL,” which can feature interviews with public health consultants and a stay Q&A session centered on answering questions in regards to the pandemic. The partnership represents TikTok’s first-ever funding of an episodic series from a writer, although TikTok has beforehand funded creator content material.
By TikTok’s Instructive Accelerator Program, which was previously referred to as the Creative Learning Fund, different TikTok publishers have acquired grants and hands-on help from TikTok so they might produce high quality instructive content material for TikTok’s #LearnOnTikTok initiative. The program right now is structured as 4, eight-week cycles throughout which period publishers put up movies 4 instances per week.
NowThis had additionally participated within the Artistic Studying Fund final yr and was chosen for the newest cycle of the Instructive Accelerator Program. However its “VIRAL” series is separate from these efforts.
NowThis says it introduced the idea for the present to TikTok earlier this yr outdoors of the accelerator program, and TikTok greenlit it. TikTok then co-produced the series and offered some funding. Neither NowThis nor TikTok would remark on the extent of the monetary backing concerned, nonetheless.
The “VIRAL” series itself is hosted by infectious illness medical researcher Laurel Bristow, who spent the final yr working on COVID remedies and analysis. Each Thursday, Bristow will break down COVID information in easy-to-understand language, NowThis says, together with issues like vaccine efficacy, transmission timelines, and therapy. The present may even bust COVID myths, present details about ongoing public health dangers, and feature interviews with a cross-section of consultants.
Every episode of the shall be 45 minutes in size and also will embody an interactive phase the place the TikTok viewing viewers will be capable to interact in a real-time Q&A session in regards to the present’s content material. In complete, 5 episodes are being produced, and can air beginning on Thursday April 15 at 6 PM ET and can run by way of Thursday Could 13 on the @NowThis fundamental TikTok web page.
@nowthisTune in to our new TikTok stay present VIRAL on Thursdays at 6pm ET with host @kinggutterbaby
NowThis has turn out to be one of many most-followed news media accounts on TikTok, with 4.6 million followers throughout its news and politics channels, since launching somewhat over a yr in the past. Due to its focus on video, it’s been match for the TikTok’s platform.
The strategy TikTok is taking with “VIRAL’s” manufacturing, it’s price noting, stands in distinction to how different social media platforms are dealing with the pandemic and COVID-19 info. Whereas most, together with TikTok, have pledged to fact check COVID-19 information, remove misinformation and conspiracies, point users to official sources for health info, and supply different resources, TikTok is immediately funding public health content material that includes scientists and researchers, after which selling it on its network.
The corporate defined to TechCrunch its pondering on the matter.
“Because the pandemic continues to evolve, we expect it’s essential to offer our group an outlet to dispel misinformation and talk with public health consultants in real-time,” stated Robbie Levin, Supervisor of Media Partnerships at TikTok. “NowThis has persistently been an important accomplice that produces partaking and informative content material, so we felt this series can be an impactful and essential avenue for our customers to obtain credible info on our platform,” Levin famous.
Whereas the pandemic has pushed the subject of alternative right here, paying creators for content material will not be new. And TikTok isn’t the one one to take action. Instagram and Snapchat are each funding creator content material for his or her TikTok clones, Reels and Highlight, respectively. And new social platforms like Clubhouse are funding creators’ shows, as nicely.
TikTok says it’s not presently speaking to different publishers to provide extra series like “VIRAL,” however it isn’t ruling out the concept of increasing its creator funding and producing efforts. Along with its accelerator program, which is continuous, TikTok says if “VIRAL” proves profitable and the group responds positively, it is going to pursue comparable alternatives sooner or later.
Source : TechCrunch