TikTok is Testing Its Instagram Collabs-Like Feature With More Brands
Lindsey Gamble / TikTok
TikTok's Collaboration feature has been spotted again.. The feature, similar to Instagram Collabs, allows multiple accounts to co-author a post. This post is then shared on all of their profiles and with their followers. It was initially spotted back in May in a post between Will Smith and his Westbrook Racing team.
This time around, Rihanna’s Fenty Beauty has used it in its most recent posts, adding sub-brands Fenty Hair and Fenty Skin as collaborators on videos. Jimmy Fallon and the Fallon Tonight account have also used the feature.
In grid view, these posts stand out with a special 'Collab' icon at the top left. When watching a collaborative video, the icon appears next to the account handle, showing the number of accounts involved and their profile photos. Clicking on the icon brings up a list of all collaborators with a button to follow them.
Why It Matters: TikTok has not yet announced any testing of this feature. It seems to be currently being tested with high-profile users and is focused on collaborations between related accounts based on these three examples provided. This feature shows great potential for users:
It could maximize reach for sponsored content. Creators and brands could extend the reach of their sponsored posts and repurpose content in real-time, similar to influencer campaigns on Instagram.
It could facilitate brand-to-brand collaborations. Brands could collaborate with other brands or retailers, leveraging their combined communities.
It could support cross-account content distribution. Brands could distribute content across their main and subsidiary accounts, as seen with Fenty Beauty's current strategy.
