TikTok videos to fly beyond mobile screens: what does it imply for marketers?

Published: May 26, 2023

min read

It is already known that the TikTok ban threat is only growing in western countries. And many ad agencies and marketers who rely on TikTok are very concerned about the situation and are waiting to see what will happen in the end.

However, the ban threat is nothing new to this social media giant. To effectively handle this situation, TikTok executives host various meetings with advertisers and brand owners to convince them that their platform is safe.

TikTok, on the other hand, is also introducing various new features to keep audiences and brands hooked on their platform.

It struck a deal with Screenvision, which distributes ad inventory in movie theatres, earlier this week to have TikTok content show up in movie pre-shows.

TikTok's head of global distribution and partnerships, Dan Page, stated in November that the platform intended to deliver entertainment experiences to more screens other than mobile.

And, now, as part of its effort, the company has formed a new partnership with airport TV network ReachTV to bring TikTok videos to airports.

According to ReachTV, the TikTok content will be broadcast in three-minute increments and restored every hour across 90 commercial airports in the country. Particularly, the travel and lifestyle TikTok videos will be featured in the series, as they are the most popular genres on this social platform.

ReachTV is thrilled to become the home of TikTok’s first foray onto airport screens. TikTok’s highly engaging short-form content is the perfect fit for our audiences of travellers.

Lynnwood Bibbens,

CEO, ReachTV

What does TikTok’s new move mean to marketers?

Everyone, whether large or small businesses, agencies, or creators, has a lot of potential on this video-sharing platform to reap big results.

TikTok, particularly when it comes to connecting with younger demographics, plays a significant role in helping brands and marketers align with their world.

While many creators and marketers are concerned about Tiktok's position in the Western market, the platform's ongoing new initiatives sound promising and compelling.

Now, with TikTok videos coming to airport TV, travel and lifestyle brands can possibly reap numerous benefits.

  • As Reach TV screens have multiple interactive features, such as touchscreens or QR code integration, marketers can leverage these elements to encourage travellers to interact more with their brands. As a result, they can probably boost the overall engagement rate.
  • With TikTok having a massive user base, by featuring TikTok videos on airport screens, marketers will be able to reach a wider audience from various regions and backgrounds. As a result, we believe that this new capability will have a significant impact on increasing brand exposure globally.
  • TikTok provides advanced targeting options for brands to reach their target audiences based on demographics and interests. Thus, after integrating with Reach TV at airports, marketers can deliver tailored ads to relevant audiences by making use of these targeting capabilities. For instance, if the brand wants to target travellers with specific age groups or interests, they can do it easily.
  • Marketers can also use this capability to increase user-generated content. Conducting contests or challenges is a popular trend on social platforms, especially TikTok. Thus, by creating interesting challenges centred around airports and brand products, brands can encourage passengers to generate more user-generated content. Which, in turn, can amplify their marketing efforts organically.
  • Brands can use this opportunity to cross-promote their other marketing channels. For instance, when passengers interact with their content on TikTok, brands can encourage them to follow them on other social media pages, visit their website, etc. By doing this, brands can gradually increase traffic to many of their other digital touchpoints.

Simply put, TikTok goes to great lengths to make its platform appealing to both audiences and brands. TikTok's collaboration with Reach TV, in our opinion, will open up a slew of new opportunities for marketers. Perhaps many of TikTok's competitors will soon follow in its footsteps.


Jasmine Jackson

Jasmine is a social media maven with a talent for building engaged communities. She's a natural storyteller and has a way of making complex ideas accessible to everyone. In her spare time, she enjoys reading, and exploring new cuisines.


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