TikTok has become an obvious tool in promoting events for a number of reasons. Firstly, TikTok’s video format showcases events in a captivating and convincing style. Whether it’s teaser videos, behind-the-scenes action or IRL audience reactions, TikTok is arguably the best app for showing this content in a dynamic way. TikTok is often seen as the more ‘real’ social media platform, especially in comparison to the shiny highlights reel of Instagram, which provides a platform to promote events more authentically, whether answering follower questions or providing real-time updates. By building audiences more organically, brands can foster closer connections which can lead to more engagement and subsequently event attendance and sales.

Secondly, TikTok can be used by brands big and small to promote their events successfully. With TikTok’s algorithm based on the success of individual posts not overall follower count, any content that resonates can go far. This sentiment feels even more pressing with discussions around engagement on Instagram dropping amidst claims more than half of content viewed is recommended by AI. Thirdly, the other big factor is TikTok’s audience, which is largely a youthful user base who are often the ones that event organisers are looking to target.

Beyond the ticket sales themselves, businesses are also increasingly using TikTok in an ongoing way to showcase their events amidst a wider brand-building strategy. This was most evident at the Paris Olympics this summer which was dubbed the first TikTok Olympics. While the games have long relied on being seen on TV, this time around both the Olympic organising committee itself and brands targeting Olympic viewers had to think about how to market on TikTok. Across the board, many adopted this strategy reaffirming TikTok’s importance. For example, Team Great Britain appointed TikTok as an official partner to help their athletes to connect with new audiences and grow their fanbase while Team Canada and brand partner Lululemon chose to first drop their Paris 2024 kits on the platform.

The design of events themselves is also shifting to take into consideration how it will end up on TikTok. We all remember when in the early days of Instagram, brands started creating ‘grammable’ backdrops to snap a photo in front or photogenic cakes to document for upcoming posts. It’s a trend that has never really died but one that has evolved with the changing demands of social media. With video-led TikTok, brands have to always think about how their events will translate into video and with that, create enticing video-ready opportunities that TikTok users will want to capture.