TikTok is going to Cannes! TikTok Becomes Cannes Film Festival’s Official Partner.
The mobile video app TikTok, which has exploded in popularity with teens and young adults, is officially partnering with the Cannes Lions International Festival of Creativity — the first time the film festival has ever partnered with a social media platform.
The Cannes Film Festival has announced that it’s partnering with TikTok. The social media platform will be the exclusive official partner of the film festival.
Here’s everything you need to know about the collaboration!
TikTok Official Partner of Cannes Film Festival
TikTok has partnered with one of the world’s most prestigious film festivals to launch a new series on its platform: “The Shorties,” which will be hosted at the Cannes Lions International Festival of Creativity.
The short-form video app is joining forces with the festival to recognize and celebrate the best in social media content, including TikTok videos. It will host a dedicated program that kicks off on June 27th, when TikTok’s founder Alex Zhu will participate in a conversation with festival organizers.
The partnership is also designed to draw attention to TikTok’s own advertising business, which has been growing rapidly, thanks to an uptick in interest among brands as U.S. consumers move from Facebook and Instagram to apps like TikTok and Instagram Reels.
This year’s Cannes Lions comes amid an ongoing discussion about whether digital media are really being held to the same standard as traditional media. The festival, for example, has no specific category for digital media — something that has caused some controversy over the years.
TikTok says it will showcase how brands are using the app in innovative ways through its Shorties awards program. It will also highlight how TikTok ads work through its “TikTok
#TikTokShortFilm to Feature on the Cannes Carpet
The partnership will enable TikTok to distribute a series of projects — including a video series, an Instagram TV series and a podcast — and to host events at the festival.
For the festival’s 74th edition, which is scheduled to be held in May, TikTok will present three original short-format films that were created by TikTok creators and filmmakers from around the world.
As part of the partnership, TikTok plans to showcase Cannes through its Discover page, which directs users to new videos and trending content on various topics.
The deal represents another step by TikTok to integrate itself into mainstream culture and entertainment. The social media app was downloaded more than 315 million times globally in 2019, according to data from Sensor Tower. In February, it surpassed two billion downloads since launching in 2016.
Cannes said that it partnered with TikTok because of its global reach among Generation Z. The festival’s official website said that “the alliance is part of an innovative approach to reaching younger audiences and amplifying the work of young artists who have been shaped by digital culture.”
TikTok’s successful run has brought so many creators into the limelight. This partnership is surely going to take the torch forward!