TikTok’s uncertainty about operations in the US gives rise to platforms like Triller

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2020, 5:25 PM UTC

Triller has already bagged some reputed influencers and raised $250 million, as announced in August this year.

Numerous established platforms, including Instagram and YouTube, have been attempting to capitalise on TikTok’s ban in the United States by launching similar short-form videos. While other startups like Byte, Zynn and Dubsmash are also targeting to capture the audience of ByteDance-owned platform, Triller made considerable progress due to its savvy partners and important music connections.

San Francisco-headquartered Triller has signed deals with Universal Music Group, Sony Music and Warner Records among others. They have also collaborated with Chipotle – an early TikTok sponsor – to test the app.

Digitas’ VP and group director of social strategy, Allie Wassum said Triller’s concept has flaws. She added that Triller guarantees impressions with influencers, which “encourages them to buy followers…”  However, Triller said it would implement third-party measurement to verify the results.

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