In the years since its debut, TikTok has almost single-handedly upended the way content platforms operate. Thanks to a 2016 breakthrough app, short-form video content now rules the internet.
There seem to be few social media companies operating online that haven’t adapted to TikTok’s influence in some way. META Meta’s response to this social media revolution came quickly in the form of short “Relets” on Instagram and Facebook.
In the alphabet (GOOGLE) – Get an Alphabet Inc. report also pays attention to the growth of the new social format. Google product manager Daniel Marshak said in an episode of the Search Off The Record podcast that the company is looking to use more TikTok and other short video content in user search results. And Google’s sister platform YouTube has also made room for the kind of quick content that TikTok pioneered in the form of YouTube Shorts.
The social media sensation has managed to connect users with all kinds of content, from education to comedy to music. And now users can navigate directly from their favorite TikTok videos to events and concerts. Ticketmaster is the latest company to find creative ways to use TikTok’s internet takeover to launch it into the next age of entertainment.
Is TikTok the next big name in music streaming?
Ticketmaster recently announced an in-app feature for TikTok that helps users find local events and buy tickets directly from the app.
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With the addition of the Ticketmaster TikTok tool, artists will be able to add links to their content, directing viewers to the ticketing service. Initially, this service will only be available to a limited number of creators – stars such as Demi Lovato, One Republic, The Backstreet Boys and WWE have already signed on to launch the service. If this Ticket-Tok feature is successful, it will likely roll out to more artists.
Last May, TikTok’s parent company ByteDance also filed a patent for “TikTok Music.” If successful, the app’s newest feature aims to dethrone Spotify (STAIN) – Get Spotify Technology SA report as the biggest player in the music streaming space. Musicians and performers flocked to the app during the Covid-19 lockdown, with many switching from paid live shows to streaming performances that fans everywhere could see.
Over the past few years, interactive social media apps like Instagram and TikTok have become a lifesaver for many creatives. Now, an estimated 75 million people worldwide have discovered new music thanks to TikTok, so moving into the music and performance market feels like a natural evolution for the service.
Ticketmaster wants to reach a larger audience
Social media outreach is nothing new for Ticketmaster, a subsidiary of Live Nation Entertainment (A LIE) – Get a report on Live Nation Entertainment Inc. In February, the company announced plans for concert opening features on Snapchat, and the service has been part of YouTube since 2017. The idea is to introduce the Ticketmaster brand and service to a younger generation of concertgoers.
The plan could increase Ticketmaster’s visibility. It could also help revive the live music and events industry, which is still recovering from the damage caused by covid. However, Ticketmaster has seen its fair share of controversy over accessibility. The company recently came under fire online for the exorbitant fees it charged on Bruce Springsteen tickets. Once Ticketmaster has established itself on TikTok, it can still be the subject of comedic ire and call-outs from creators.