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
- Creators and Brands: To maximize the reach of sponsored content and repurpose it in real-time, akin to influencer campaigns on Instagram.
- Brand Collaborations: Brands can collaborate with other brands or retailers, tapping into their collective communities.
- 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.
