TikTok has created a new push to keep viewers entertained during lockdowns.
Amid global Coronavirus lockdowns, TikTok created #HappyAtHome, a series of daily livestreams hosted by celebrities such as Dr. Phil, Alicia Keys, and Arnold Schwarzenegger. During the week of March 23 – March 27, each day’s livestream followed a different theme—including “Kick Back Tuesday” and “Sound Check Friday”—with celebrity guests relevant to the theme appearing on the videos. The livestreams aired at 8 pm. ET and included an interactive portion where viewers could ask the guest stars questions. TikTok also used the initiative to include an educational element: a livestream dedicated to the World Health Organization answering questions from users.
While the #HappyAtHome program was only for the last week of March, TikTok is continuing its Q&A sessions with the World Health Organization for the duration of the pandemic to ensure users get reliable information. TikTok has seen a monumental rise in app downloads in the past year according to a Gartner report on the topic, so it makes sense the platform would use its rapid growth to further engage viewers. In March alone, TikTok saw a 27% user increase as more people flock to the app for entertainment while self-isolating. The variety of topics and genres covered on the app—as evidenced by the array of livestream themes—can keep users pleasantly occupied for indefinite amounts of time, as well.
Social media livestreaming has become the new way to stay connected while self-distancing. TikTok’s #HappyAtHome program could help the brand engage its audience, raise awareness about Coronavirus, and diversify content in a time when it is much needed.