TikTok's Collaboration Feature Makes a Comeback

June 12, 2024 at 12:09:26 PM

TL;DR TikTok's Collaboration feature has reappeared, recently used by Rihanna's Fenty Beauty, which added Fenty Hair and Fenty Skin as collaborators. Similar to Instagram's Collabs, it allows multiple accounts to co-author posts, appearing on all profiles involved. These posts are marked by a 'Collab' icon. Clicking it shows all collaborators and a follow button. No official rollout date yet, but it's ideal for maximizing sponsored content reach.

TikTok's Collaboration Feature Makes a Comeback

TikTok's Collaboration feature has reappeared, recently utilized by Rihanna's Fenty Beauty. Initially spotted in May with Will Smith's Westbrook Racing team, Fenty Beauty now includes sub-brands Fenty Hair and Fenty Skin as collaborators in its posts.

Feature Details

  • Functionality: Similar to Instagram's Collabs, it allows multiple accounts to co-author a post, which then appears on all collaborators' profiles and is shared with their followers.
  • Identification: Collaborative posts are marked by a 'Collab' icon at the top left on profiles. In videos, this icon appears next to the account handle along with the number of collaborators and their profile photos.
  • Interaction: Clicking the icon reveals a list of all collaborators and a button to follow them.

Potential Use Cases

  1. Creators and Brands: To maximize the reach of sponsored content and repurpose it in real-time, akin to influencer campaigns on Instagram.
  2. Brand Collaborations: Brands can collaborate with other brands or retailers, tapping into their collective communities.
  3. Content Distribution: Brands can distribute content across their primary and other associated accounts, as demonstrated by Fenty Beauty.

The feature's widespread rollout date is still unannounced.

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Lindsey Gamble
Lindsey Gamble

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Lindsey Gamble is a Top Organic Social Creator. Part of Swipe Insight Select, a curated list of top creators.

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