Video-sharing app TikTok has partnered with GSTV, a national video network targeting audiences at fuel retailers, to showcase 20-second videos on gas station screens across the U.S. This is an effort on behalf of the social media giant to expand its presence from smartphones to other mediums. Contractual terms state that GSTV's creative studio, Ignite, will feature weekly TikTok shorts with QR codes directly linking to the TikTok app. Beneath the QR code is a #ISawItOnGSTV to drive engagement by encouraging users to share the content. - The video content will be geared toward younger generations, specifically Gen Z, as they comprise 60% of all TikTok users.
- This marketing strategy comes at a time when TikTok faces the threat of a ban in the U.S. over fears that the Chinese government could obtain data from U.S.-based users and thus exercise influence. Montana is the first U.S. state to ban the social media platform.
- GSTV boasts 116 million monthly viewers across the U.S., while TikTok has 150 million active users, making the tie-up an ideal opportunity to expand its reach.
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