By ETX Daily Up
April 28, 2021
TikTok innovates. For the first time, the Chinese social network is co-producing not a video, but a show on its platform. “VIRAL” consists of a series of videos to answer questions about the COVID-19 pandemic.
A schedule has been set. Each Thursday at 6pm Eastern time in the US, the NowThis account on TikTok will host a real program. For 45 minutes, Laurel Bristow, a scientist specializing in infectious diseases, will host experts to explain, dissect, enlighten or refute information about the COVID-19 pandemic or the effectiveness of vaccines and many other topics, she explains through a video published on the social network.
A First For TikTok
With a clever name like “VIRAL,” the show is a first for TikTok. The platform co-produced the videos directly with NowThis, a US media group, while providing funding, TechCrunch revealed.
Media group NowThis welcomed the collaboration in a statement. “With a newsroom trusted by young audiences to cover the most pressing issues of the day, NowThis has built its brand as a first-mover on emerging social platforms with coverage that informs and inspires. Partnering with TikTok on this unique live series will allow audiences to get critical information that will help them navigate this challenging and ever-evolving pandemic,” said Chief Content Officer Tina Exarhos of NowThis.
Over at TikTok, Robbie Levin, Manager, Media Partnerships, expressed their excitement about this project. “As the world continues to face the pandemic, we’re committed to helping our community access timely, accurate information on our app. We’re proud to be partnering with NowThis to share credible insights from public health experts and enable our community to have their questions around COVID-19 answered in real-time,” a press release outlined.
Live Sessions Until May 13
After the first episode aired on April 15, four more 45-minute episodes are scheduled every Thursday through May 13 on NowThis’s main TikTok account, TechCrunch revealed. Each episode is followed by a live Q&A session with users and guests of the day.
According to TechCrunch, TikTok may replicate this kind of program on its platform if it is successful.