WEBVTT - TikTok’s Bryan Thoensen on Building the App’s Entertainment Future 0:00:08.400 --> 0:00:13.440 Hello, and welcome to Strictly Business Varieties podcasts featuring conversations 0:00:13.480 --> 0:00:17.360 with industry leaders about business of media and entertainment. Arm 0:00:17.400 --> 0:00:22.239 Todd Stegler, new York digital editor with Variety. Today, we're 0:00:22.239 --> 0:00:27.760 talking with Brian Thenson, head of content Partnerships at TikTok. TikTok, 0:00:27.920 --> 0:00:31.080 in case you didn't know, is the immensely popular social 0:00:31.160 --> 0:00:34.159 video app that has taken the world by a storm. 0:00:34.360 --> 0:00:37.360 Last month, the company said that it had more than 0:00:37.479 --> 0:00:41.720 one billion monthly active users, which makes it one of 0:00:41.720 --> 0:00:46.159 the fastest growing online services in history. Now, TikTok has 0:00:46.200 --> 0:00:50.440 been challenging the likes of incumbents on YouTube and Instagram 0:00:50.520 --> 0:00:54.320 for viewing time as this highly personalized app that brings 0:00:54.360 --> 0:00:58.920 together a stream of dances, memes, comedy bits, all kinds 0:00:58.960 --> 0:01:04.840 of content really and of course lip sync videos. Brian, 0:01:04.880 --> 0:01:08.360 thank you for joining us on Strictly Business Today. Tom, 0:01:08.400 --> 0:01:09.920 thank you so much for having me. It's really great 0:01:09.959 --> 0:01:13.640 to be here. So let's start out. Can you describe 0:01:14.200 --> 0:01:17.640 what you do at TikTok, Well, Todd, I think I 0:01:17.680 --> 0:01:19.560 have the best job in the world. We get to 0:01:19.600 --> 0:01:23.000 help creators on TikTok really unlock their creative potential and 0:01:23.000 --> 0:01:25.399 and in a lot of cases help make their dreams 0:01:25.400 --> 0:01:27.440 a reality. And that's a pretty awesome thing for all 0:01:27.520 --> 0:01:31.039 of us. Now, we define a creator as any account 0:01:31.040 --> 0:01:33.800 who publishes content on the platform. We have a direct 0:01:33.880 --> 0:01:37.400 one to one relationship with thousands of those creators, from 0:01:37.440 --> 0:01:40.319 some of the most followed household names like Addison Ray 0:01:40.400 --> 0:01:43.880 and Bella Porch to creators just starting their TikTok journey 0:01:44.280 --> 0:01:47.840 literally as we record this podcast. We also look after 0:01:47.920 --> 0:01:51.160 celebrities like Will Smith and Martha Stewart and athletes like 0:01:51.400 --> 0:01:55.240 Jimmy Butler, DeAndre Hopkins, and Gabby Douglas. But we we 0:01:55.280 --> 0:01:58.720 don't stop with just those individual personalities. Were also here 0:01:58.760 --> 0:02:01.880 to support kind of a more corporate publisher community where 0:02:01.880 --> 0:02:05.400 we specialize in sports accounts like the NFL and ESPN, 0:02:06.080 --> 0:02:09.399 um brands and fashion and beauty like Conde Nast, lifestyle 0:02:09.440 --> 0:02:13.000 publishers like BuzzFeed, and all the big entertainment studios, networks 0:02:13.000 --> 0:02:16.560 and streamers like like MTV, Netflix, And we even have 0:02:16.600 --> 0:02:19.000 a group that helps nonprofits like the Aquarium of the 0:02:19.040 --> 0:02:23.120 Pacific and It Gets Better Project grow on TikTok Um. 0:02:23.160 --> 0:02:25.120 So in addition to all that sort of one on 0:02:25.120 --> 0:02:29.320 one growth strategy and audience development support. We're leading things 0:02:29.400 --> 0:02:34.079 like creator marketing, creator monetization, creator education, and community development. 0:02:35.360 --> 0:02:37.560 All right, well that's uh, that's a lot to keep 0:02:37.600 --> 0:02:41.480 you busy. I guess, um, tell me what is it 0:02:41.680 --> 0:02:46.839 about TikTok that UM has really led to its rapid rise? 0:02:46.880 --> 0:02:53.440 Like this, what's the secret sauce? Yeah, the secret sauce 0:02:53.680 --> 0:02:58.800 is really about community and about entertainment value and entertainment quality. 0:02:59.400 --> 0:03:03.840 When we think about UM, the perfect blend of serendipity 0:03:03.880 --> 0:03:07.600 and discover ability, that that serendipitous I didn't even know 0:03:07.680 --> 0:03:11.919 I wanted, that mixed with the customized content in your 0:03:11.960 --> 0:03:15.560 four you feed, that content that feels so uniquely for you. 0:03:16.000 --> 0:03:19.040 That's kind of what really sets this platform apart. The 0:03:19.080 --> 0:03:22.840 incredible opportunity to discover new content, uh, and for others 0:03:22.919 --> 0:03:25.959 to discover your videos. Right my my four you feed 0:03:26.360 --> 0:03:29.079 is different than yours, and I think no two feeds 0:03:29.080 --> 0:03:32.560 are the same. And that's really what makes the platform special. 0:03:33.639 --> 0:03:39.080 So it's this artificial intelligence technology, this algorithm that knows 0:03:39.360 --> 0:03:45.000 what I want before I know that I wanted. In 0:03:45.040 --> 0:03:47.880 a sense, I think so again, it's it's the blend 0:03:47.920 --> 0:03:51.760 of of that perfect sort of for you quotient that 0:03:51.880 --> 0:03:55.920 takes everything that again you think you uh you want 0:03:55.920 --> 0:03:58.240 to see and everything you know you want and and 0:03:58.320 --> 0:04:02.920 blends it into that perfect user experience. Now, I describe 0:04:03.040 --> 0:04:08.480 TikTok as a social video app, but the company is 0:04:08.760 --> 0:04:14.400 U positioning self is more of an entertainment destinations that right. Yeah, 0:04:14.440 --> 0:04:16.800 that's what's so unique about TikTok is that is that 0:04:16.839 --> 0:04:19.760 we're not a social network. We are an entertainment platform 0:04:19.760 --> 0:04:22.320 where cultural trends really start. You know, when you think 0:04:22.360 --> 0:04:25.440 about the trends that have begun in food, right the 0:04:25.680 --> 0:04:29.919 fed Aposta trend or Emily Morico's salmon bull trend, or 0:04:29.960 --> 0:04:33.159 that the TikTok made Me Buy It phenomenon, or you 0:04:33.200 --> 0:04:36.840 know rats at Tui the musical where the community really 0:04:36.920 --> 0:04:42.080 galvanized the creation of something major in entertainment. It's again, 0:04:42.120 --> 0:04:45.320 it's that four you feed and that discovery that's able 0:04:45.360 --> 0:04:49.120 to really present the most entertaining and diverse content that 0:04:49.160 --> 0:04:52.720 you know, you might not have other otherwise experienced or seen. Uh, 0:04:52.760 --> 0:04:55.039 And that's something that a social graph, you know, isn't 0:04:55.040 --> 0:04:58.280 going to serve you. Up Um, that that one billion 0:04:58.400 --> 0:05:00.520 users around the world that you talked to out and 0:05:00.520 --> 0:05:02.320 and the fact that no two for you feeds are 0:05:02.320 --> 0:05:05.720 the same. Uh, that's really the kind of that entertainment 0:05:05.720 --> 0:05:09.120 powerhouse that allows you to kind of experiment and find 0:05:09.120 --> 0:05:12.279 your voice and really deliver a great entertainment, you know, 0:05:12.520 --> 0:05:16.599 video by video. And I know that squid game means 0:05:16.720 --> 0:05:21.320 have been trending on TikTok of late. Uh They're they're 0:05:21.360 --> 0:05:25.120 pretty weird and hilarious at the same time. Um, talk 0:05:25.200 --> 0:05:27.080 to me about, you know, the case. How do you 0:05:27.080 --> 0:05:29.800 make the case to partners for how to best use 0:05:30.000 --> 0:05:34.760 the TikTok platform, whether that's for monetization or you know, 0:05:34.839 --> 0:05:38.080 promoting their own brand. Well, the very first thing that 0:05:38.120 --> 0:05:41.240 we start with, Todd is is to experiment and to 0:05:41.320 --> 0:05:44.760 find your voice and to be authentic. Um. You know, 0:05:44.800 --> 0:05:47.800 the creator journey is is a long one. It can 0:05:47.839 --> 0:05:51.040 be a long one, and it's it's obviously different at 0:05:51.040 --> 0:05:54.719 every single stage along the way. And so in the beginning, again, 0:05:54.760 --> 0:05:58.279 it's really just about coming to TikTok and having fun 0:05:58.839 --> 0:06:03.400 and unlocking as much creativity as possible, finding that voice. 0:06:03.560 --> 0:06:06.599 And then along the way, as creators, you know, tend 0:06:06.640 --> 0:06:09.440 to get a little bit bigger. Uh, you know, they've 0:06:09.600 --> 0:06:12.680 found their voice and they started to really build that audience. 0:06:13.040 --> 0:06:16.600 Then all of those additional layers we work with creators 0:06:16.640 --> 0:06:20.000 to really identify how to build a livelihood on the platform. 0:06:20.080 --> 0:06:23.760 You know, so many um small businesses that that really 0:06:23.800 --> 0:06:26.320 began you know, sort of creator lead have bubbled up, 0:06:26.360 --> 0:06:28.480 and so that's something that we think about a little 0:06:28.520 --> 0:06:30.839 further down the line, but it's it's full life cycle 0:06:31.520 --> 0:06:35.680 consultation as we work with these creators. Now, isn't a 0:06:35.720 --> 0:06:38.080 big part of the appeal for TikTok is that it's 0:06:38.120 --> 0:06:41.800 a lower barrier to entry maybe than some other platforms 0:06:41.800 --> 0:06:45.559 in terms of creating content. You know, it's quick, it's easy. 0:06:45.640 --> 0:06:48.719 There are these tools that you can use to make 0:06:48.760 --> 0:06:52.520 your your videos look great. Um, you know, to what 0:06:52.640 --> 0:06:57.240 extent is TikTok appealing because of the format and the 0:06:57.320 --> 0:07:03.160 creator tools versus the kind of discovery mechanisms we want 0:07:03.160 --> 0:07:05.279 to make it easy. Yeah, you nailed it. I think 0:07:05.279 --> 0:07:08.480 that when we think about all of the different UH 0:07:08.600 --> 0:07:12.960 product and platform innovations, everything is in service of our 0:07:13.000 --> 0:07:17.160 creators and our users. And so when creators are coming 0:07:17.200 --> 0:07:19.480 to TikTok and we want to make it as as 0:07:19.520 --> 0:07:22.240 low lift as possible. We want to be able to 0:07:22.360 --> 0:07:26.280 unlock that that creativity and that expression. And so whether 0:07:26.360 --> 0:07:29.240 it's um, you know, utilizing music to tell a story, 0:07:29.840 --> 0:07:32.720 or it's it's working with these creators to find you know, 0:07:32.800 --> 0:07:35.840 kind of an innovative format that um, if you were 0:07:35.880 --> 0:07:38.880 to look over a creator's shoulder and the sound we're 0:07:38.920 --> 0:07:42.760 completely off, you know, could that content, could that story 0:07:43.080 --> 0:07:45.800 be as easily translatable? These are I think the kinds 0:07:45.840 --> 0:07:48.920 of of tools and tips and tricks that we um 0:07:48.960 --> 0:07:51.680 really espousing all of our creators as we're talking with 0:07:51.760 --> 0:07:54.160 them about, you know, how to to to find their 0:07:54.280 --> 0:07:59.520 voice on the platform. Now, TikTok started with really short 0:07:59.600 --> 0:08:02.640 form videos and then went up to sixty seconds. Now 0:08:02.720 --> 0:08:06.720 you recently launched longer maximum video times up to three minutes, 0:08:07.520 --> 0:08:10.200 and you're testing up to five minutes. What's the reason 0:08:10.280 --> 0:08:15.360 for that, bigger candles, Yeah, we launched longer videos so 0:08:15.400 --> 0:08:18.440 that creators could have an opportunity to create even richer 0:08:18.440 --> 0:08:21.679 storytelling and entertainment on the platform. When you think about 0:08:21.720 --> 0:08:25.560 all the different ways that the community has really redefined content, 0:08:25.920 --> 0:08:30.080 you know, creativity, expression, and entertainment in under sixty seconds. Uh, 0:08:30.080 --> 0:08:32.280 it's it's a pretty exciting thing to see how people 0:08:32.320 --> 0:08:35.320 continue to really entertain and inspire with a few more 0:08:35.360 --> 0:08:38.640 seconds of narrative in a world of creative possibilities. You know, 0:08:38.679 --> 0:08:42.880 cooking has been this huge breakout category for us as 0:08:42.920 --> 0:08:46.120 creators can go much more in depth with recipes and 0:08:46.160 --> 0:08:48.319 tutorials and things like that. And when you go back 0:08:48.360 --> 0:08:51.440 and sort of look at the growth of the cooking 0:08:51.480 --> 0:08:55.319 category in early two thousand twenty, um, creators like Flaky 0:08:55.360 --> 0:08:58.600 Salt and Cooking with Sharene and Eaton kind of set 0:08:58.640 --> 0:09:02.280 that blueprint for what a eight short video recipe video 0:09:02.360 --> 0:09:04.439 could look like. And and I think, you know, it's 0:09:04.480 --> 0:09:08.600 been harder for chefs and cooking enthusiasts to really condense 0:09:08.679 --> 0:09:11.880 those complex recipes into less than sixty Now they're able 0:09:11.920 --> 0:09:15.160 to really extend, you know, that narrative to include more detail, 0:09:15.559 --> 0:09:18.480 and they're finding massive success. And we're seeing it beyond 0:09:18.520 --> 0:09:22.480 cooking as well. Uh, these tutorials and story times. There's 0:09:22.600 --> 0:09:26.040 a wonderful creator named Mikhaela Nogara who does make up 0:09:26.120 --> 0:09:28.840 reviews and tutorials and so again it's just giving a 0:09:28.840 --> 0:09:32.480 little bit more breathing room to creator's ability to tell stories. 0:09:32.559 --> 0:09:34.840 You know, Frank Michael Smith is another one that uh 0:09:34.960 --> 0:09:38.200 does sports recaps and commentary. And I think when even 0:09:38.200 --> 0:09:42.880 when you allow for some of the bigger, more established 0:09:43.040 --> 0:09:46.520 media entities, you know, when we're talking about clips from 0:09:46.559 --> 0:09:50.080 Comedy Central or top plays from the NBA, more more 0:09:50.160 --> 0:09:53.560 time to kind of let those stories unfold, really is 0:09:53.559 --> 0:09:56.080 is landing with our our user base, and and I 0:09:56.120 --> 0:09:58.920 think is really allowing the creators to think about more 0:09:59.000 --> 0:10:03.199 experimentation and are telling as well. Okay, so the longer 0:10:03.480 --> 0:10:07.120 video segments that you're allowing now, I mean that does 0:10:08.240 --> 0:10:12.199 potentially put you more in competition with YouTube, um where 0:10:12.360 --> 0:10:16.080 content that might have only been shared on that kind 0:10:16.120 --> 0:10:20.200 of a platform is now committed TikTok. What again, is 0:10:20.240 --> 0:10:24.160 the difference is the way you explain it to content 0:10:24.240 --> 0:10:28.640 partners and creators of what TikTok is good for versus 0:10:28.800 --> 0:10:32.040 you know, anything else that's out there. Yeah. Look, I 0:10:32.040 --> 0:10:34.319 think at the end of the day, we we think 0:10:34.360 --> 0:10:38.160 about you know, competition as as more of that kind 0:10:38.160 --> 0:10:41.720 of rising tide lifts all the boats adage. You know, 0:10:42.000 --> 0:10:44.200 there are platforms out there who are doing incredible things 0:10:44.200 --> 0:10:46.400 in their space. And and again, what we're looking to 0:10:46.440 --> 0:10:50.320 do is really be an entertainment platform. That's what differentiates 0:10:50.400 --> 0:10:53.120 us UM and we know that, you know, creators and 0:10:53.200 --> 0:10:56.199 partners are are looking to be ubiquitous, but we're here 0:10:56.240 --> 0:10:59.000 to create the best content ecosystem to really push those 0:10:59.040 --> 0:11:02.959 innovative adic features forward and continue to support our users 0:11:02.960 --> 0:11:06.520 in our community. Now, what's you're feeling about content created 0:11:06.679 --> 0:11:09.640 on another platform that's supposed to TikTok or the other 0:11:09.720 --> 0:11:13.760 way around TikTok videos that people share on I don't know, 0:11:13.840 --> 0:11:17.840 YouTube shorts or Instagram reels, is that is that okay 0:11:17.920 --> 0:11:21.040 with you guys. We're seeing a lot of that that 0:11:21.160 --> 0:11:23.360 two ways sharing that's happening. I mean, we have a 0:11:23.400 --> 0:11:27.320 number of sharing features that allow for creators to make 0:11:27.360 --> 0:11:30.640 content on our platform and you know, use the ubiquity 0:11:30.720 --> 0:11:33.320 I was talking about before to really um you know, 0:11:33.400 --> 0:11:36.400 kind of amplify their content. And that's something that you know, 0:11:36.400 --> 0:11:39.840 we absolutely uh you know, talk to our creators about 0:11:39.880 --> 0:11:42.360 a lot and and that we uh stand behind. We 0:11:42.400 --> 0:11:44.480 want to make sure that you know, as many people 0:11:44.520 --> 0:11:47.680 see our creators content as possible. And you know, the 0:11:47.679 --> 0:11:50.199 the awesome thing about content that originates on TikTok is 0:11:50.240 --> 0:11:53.120 that it has that TikTok branding that watermark. So I 0:11:53.120 --> 0:11:55.480 think that's where, you know, we're really starting to see 0:11:55.480 --> 0:11:59.320 not only our creators content, but also the brand proliferated out, 0:11:59.360 --> 0:12:02.560 you know, and as many places as possible. Now, Brian, 0:12:02.600 --> 0:12:05.559 I wanted to ask you, you know, what are some 0:12:05.679 --> 0:12:10.240 common misconceptions that you hear from creators or you know, 0:12:10.280 --> 0:12:14.320 industry partners about TikTok, what it is and what it 0:12:14.320 --> 0:12:17.760 can do. Yeah, that's a great question, Todd. I think 0:12:17.880 --> 0:12:19.680 you know, we talked about this a little bit before. 0:12:20.040 --> 0:12:23.800 You know that that TikTok is a social network. Um. 0:12:23.840 --> 0:12:26.439 You know, we are in a social platform. Um, and 0:12:26.679 --> 0:12:28.480 you talked as well about you know, kind of lip 0:12:28.520 --> 0:12:31.840 sync and dance. We really are an entertainment platform. You know, 0:12:31.840 --> 0:12:35.080 we're a place where culture starts. Uh. We're being connected 0:12:35.080 --> 0:12:38.160 across different cultures and communities. You know, when you look 0:12:38.200 --> 0:12:40.960 at at where musicals and Broadway have really found a 0:12:41.000 --> 0:12:43.520 home on TikTok, right, the rat tattoo and musical, the 0:12:43.559 --> 0:12:46.720 grocery store musical and and all these incredible trends and 0:12:46.760 --> 0:12:51.360 hashtags hashtag Broadway and hashtag musical and theater. Kid, We're 0:12:51.360 --> 0:12:54.720 talking you know, billions of views in app um, so 0:12:54.760 --> 0:12:57.280 that's I think a really powerful way to you know, 0:12:57.920 --> 0:13:01.880 punctuate the fact that entertainments arts here, culture starts here. 0:13:02.520 --> 0:13:05.800 We're seeing partners that embrace the platform and really share 0:13:06.200 --> 0:13:09.240 you know, their brands and their messaging and entertaining ways. 0:13:09.520 --> 0:13:13.280 Benny the Bull, that's the Chicago Bulls mascot has become 0:13:13.440 --> 0:13:15.800 you know, as big as some of the teams and 0:13:15.920 --> 0:13:18.920 even the leagues on the platform. The lions Gate Netflix 0:13:19.200 --> 0:13:23.280 are bringing content in sort of the traditional capacity to 0:13:23.480 --> 0:13:26.120 the TikTok platform almost to create that that sort of 0:13:26.120 --> 0:13:29.880 water cooler effect, and so it's redefining traditional entertainment in 0:13:29.880 --> 0:13:32.120 a lot of ways. The Aquarium of the Pacific, I mean, 0:13:32.160 --> 0:13:35.040 who doesn't love acute hotter and being able to you 0:13:35.040 --> 0:13:39.640 know again really take watching animals and and and sort 0:13:39.640 --> 0:13:43.920 of learning about um, you know, water life and and 0:13:43.920 --> 0:13:46.760 and creatures you know, beneath all that stuff, I think 0:13:46.840 --> 0:13:49.880 really creates an entirely new entertainment quotient that you can 0:13:49.920 --> 0:13:53.079 only find here. Um, that diverse, you know, ecosystem of 0:13:53.120 --> 0:13:56.640 content has evolved even beyond that fashion food. You know, 0:13:56.679 --> 0:13:59.760 there's book talk and clean talk and feda pasta and 0:13:59.800 --> 0:14:02.200 to talk maybe by it and again, I think that's 0:14:02.200 --> 0:14:05.199 that's the power of of our ecosystem in our community. Um, 0:14:05.240 --> 0:14:09.280 that goes well beyond a social network. My kids, by 0:14:09.320 --> 0:14:12.640 the way, they're teenagers and they tell me about I 0:14:12.640 --> 0:14:18.240 think it's dark talk, weird talk. There's there are these 0:14:18.280 --> 0:14:23.720 sub genres of uh content that that you can find 0:14:23.760 --> 0:14:27.400 if you if you're interested in in sort of strange 0:14:27.400 --> 0:14:33.360 animation things like that. UM, So we can accompass, encompass 0:14:33.400 --> 0:14:36.760 just about everything. UM. You know on this point though, Brian, 0:14:37.080 --> 0:14:41.680 there's this idea that TikTok is mainly used by teenagers. 0:14:42.360 --> 0:14:46.160 It's the reality, and you know, are there specific things 0:14:46.680 --> 0:14:49.720 you and your team are doing to either counter that 0:14:49.840 --> 0:14:53.800 idea or you know, expand the audience. Yeah, I'm glad 0:14:53.840 --> 0:14:55.600 you asked, because I think that kind of fits into 0:14:56.080 --> 0:14:59.680 the common misconception bucket as well. We have a community 0:14:59.720 --> 0:15:01.920 of of more than a billion users. They come from 0:15:01.960 --> 0:15:05.440 all backgrounds, all age groups, all walks of life. And 0:15:05.480 --> 0:15:07.960 I think the beauty of TikTok is really how it 0:15:08.040 --> 0:15:11.160 serves as a generational bridge, right. It connects people of 0:15:11.200 --> 0:15:14.840 all ages through fun and joy and creativity. And where 0:15:14.880 --> 0:15:16.680 I think, you know, we've seen a lot of millennials 0:15:16.680 --> 0:15:19.400 and gen z flock away from other platforms because you know, 0:15:19.440 --> 0:15:22.560 they don't want to see mom, dad, grandma or uncle Jimmy, 0:15:22.640 --> 0:15:25.480 you know, commenting on their feed and posting cringe e videos. 0:15:25.920 --> 0:15:28.960 TikTok really feels like a welcoming platform for all ages. 0:15:29.040 --> 0:15:32.000 One of our favorite creator accounts to McFarland's is a 0:15:32.080 --> 0:15:34.120 dad with his two grown sons. And what you know, 0:15:34.160 --> 0:15:36.800 what Dan and Dylan and Colin have really shown is 0:15:36.840 --> 0:15:39.880 how multigenerational TikTok can be. You know, as much as 0:15:39.880 --> 0:15:42.800 we love Charlie and Dixie for for their success is 0:15:42.880 --> 0:15:45.240 individual creators. What I love most is when you can 0:15:45.280 --> 0:15:48.640 see how special and close knit a family they are. Right. 0:15:48.640 --> 0:15:51.440 One of the most successful live streams from any Demelio 0:15:51.480 --> 0:15:54.320 account was Taco Night with with their entire family, and 0:15:54.360 --> 0:15:57.560 it's you know, it's it's parenting that we're seeing, uh, 0:15:57.600 --> 0:16:00.480 you know, really flood the platform. There's an awesome creator, 0:16:00.560 --> 0:16:03.600 dad Life Jason with eleven million followers, and you know, 0:16:03.640 --> 0:16:05.640 it's a lot of heartwarming videos of dad life and 0:16:05.640 --> 0:16:07.840 that's something that really resonates, you know, with me as 0:16:07.880 --> 0:16:10.520 a as a parent. He's foster with three children, and 0:16:10.560 --> 0:16:14.280 I think he's showing kind of the um, you know, 0:16:14.360 --> 0:16:17.360 the the the in depth detail of of what being 0:16:17.400 --> 0:16:19.440 a dad is all about. And I think that's something 0:16:19.480 --> 0:16:22.800 again that really speaks to our diversity, uh, in terms 0:16:22.800 --> 0:16:26.120 of creators and users. We've got teachers on TikTok. You know, 0:16:26.200 --> 0:16:30.080 kem teacher Phil is teaching science. Uh you know, he 0:16:30.080 --> 0:16:32.080 teaches high school ers you know as his day job, 0:16:32.080 --> 0:16:37.160 but he's teaching you know again everybody on our TikTok platform, um, 0:16:37.200 --> 0:16:41.080 you know, how to do experiments and and really um, 0:16:41.120 --> 0:16:43.080 you know, bringing that science to life in a in 0:16:43.080 --> 0:16:44.920 a in a meaningful way. And if that's not enough, 0:16:44.960 --> 0:16:48.280 we've got grandparents as well. We're coming up on one 0:16:48.280 --> 0:16:52.800 of my favorite times of year, the holidays, Thanksgiving and Christmas, 0:16:52.800 --> 0:16:57.680 where you know, uh again, multigenerational families are all you 0:16:57.680 --> 0:17:02.080 know together and they're they're participating in trends and just 0:17:02.160 --> 0:17:03.440 having a heck of a lot of fun. And I 0:17:03.440 --> 0:17:06.560 think that's again what um, you know, we are doing 0:17:06.640 --> 0:17:08.800 to to bring more of that type of content to 0:17:08.840 --> 0:17:12.639 the platform every day and really balance out the experience 0:17:12.640 --> 0:17:16.960 for everyone. Good all right, UM, now you talk to 0:17:17.040 --> 0:17:20.399 that TikTok supporting creators I guess, first of all, what 0:17:20.560 --> 0:17:23.760 is the revenue sharing model with creators and how has 0:17:23.800 --> 0:17:27.520 that changed over time. Yeah, we have a number of 0:17:27.520 --> 0:17:31.359 of monetization solutions for our creators. It kind of falls 0:17:31.400 --> 0:17:34.800 into three buckets. Uh, they're sort of platform the creator, 0:17:34.840 --> 0:17:40.160 there's brand creator, and then there's fan too creator. Um. Today, right, 0:17:40.200 --> 0:17:42.960 there are ways through the Creator Fund for the platform 0:17:43.040 --> 0:17:46.320 to creator uh solution to be delivered. Um. You know 0:17:46.359 --> 0:17:49.639 that's more of a kind of a performance based solution. 0:17:50.200 --> 0:17:54.720 Brand Creators is thriving, alive and well. Our business Solutions team, 0:17:54.920 --> 0:17:57.800 you know, work with with some of the biggest brands 0:17:57.880 --> 0:18:00.840 on the planet, and those brands are are are looking 0:18:00.880 --> 0:18:03.359 to work with our creators, you know, day in and 0:18:03.480 --> 0:18:05.560 day out, and I think we're seeing so much more 0:18:05.840 --> 0:18:09.800 wonderful collaboration that's really paying off that you know, don't 0:18:09.800 --> 0:18:13.239 make ads, make TikTok's mantra and and obviously you know 0:18:13.400 --> 0:18:17.560 driving livelihood and you know, monetization for our creators and 0:18:17.560 --> 0:18:20.639 then you know, things like live are again ways for 0:18:21.320 --> 0:18:25.680 fans to really lean into the creators they love. And um, 0:18:25.720 --> 0:18:28.879 you know, creators are are finding real, really meaningful revenue 0:18:28.880 --> 0:18:32.880 opportunities through those avenues. As well. Uh, now it's TikTok 0:18:32.960 --> 0:18:35.640 is matured here. I mean, I guess you're still sort 0:18:35.680 --> 0:18:40.080 of um young, you're early teens in terms of life 0:18:40.080 --> 0:18:43.120 of the company, maybe even less than that. But um, 0:18:43.160 --> 0:18:47.000 you know, you become this way for creators to be 0:18:47.119 --> 0:18:49.399 to really hit it big and you know, sign with 0:18:49.480 --> 0:18:52.880 music labels. You build a PORTU started out on, got 0:18:53.000 --> 0:18:57.080 notoriety on TikTok and she's now got a record label deal. Um. 0:18:57.119 --> 0:18:59.399 You mentioned the damelios who are doing projects and all 0:18:59.480 --> 0:19:03.480 kinds of the different media. How is that changing the 0:19:03.560 --> 0:19:11.640 complexion of you know, the creator ecosystem on TikTok, creators 0:19:11.640 --> 0:19:16.199 are are growing uh in in fame and notoriety every day. Um, 0:19:16.240 --> 0:19:21.240 you know, the ability to have their careers really catapulted. Um, 0:19:21.280 --> 0:19:23.600 you know from being on TikTok and and gaining you 0:19:23.600 --> 0:19:27.760 know again that notoriety, that that fandom is only growing. 0:19:27.880 --> 0:19:32.800 We've seen you know, incredible Hollywood success Addison Ray starring 0:19:32.840 --> 0:19:35.960 and he's all that. You know again, a movie deal 0:19:36.040 --> 0:19:38.520 is about as big as it gets. And Netflix just 0:19:38.760 --> 0:19:43.320 uh or another movie they did, yeah they did. Um, 0:19:43.359 --> 0:19:45.320 It's it's it's one of those things I think where 0:19:45.960 --> 0:19:49.560 you know, creators can really come onto the TikTok platform 0:19:49.760 --> 0:19:51.840 and and start out, you know, as kind of known 0:19:52.640 --> 0:19:55.000 for one thing, and and over the course of their 0:19:55.119 --> 0:19:59.880 journey again that experimentation really helps to unlock these other avenues, 0:20:00.000 --> 0:20:02.760 these passion points. And that's that's what my team, you 0:20:02.760 --> 0:20:04.359 know and I are really here to do, is to 0:20:04.440 --> 0:20:08.520 help cultivate those passions and you know, make connections and 0:20:08.520 --> 0:20:12.359 and help elevate the creators. You mentioned the Demelios with 0:20:12.400 --> 0:20:14.480 their Hulu deal. I think though, you know, one of 0:20:14.480 --> 0:20:19.720 the most amazing stories is uh Kabi Lama, who you 0:20:19.720 --> 0:20:22.720 know as an Italian creator who's a factory worker, and 0:20:22.760 --> 0:20:26.080 he's now the second most followed person on TikTok, you know, 0:20:26.200 --> 0:20:29.320 global sensation. And that's just a story that I don't 0:20:29.320 --> 0:20:32.640 think happens, you know, anywhere else in in in any 0:20:32.680 --> 0:20:35.520 you know, corner of the world where you know, someone 0:20:35.560 --> 0:20:40.159 like Cobby Um just by simplifying you know, the the uh, 0:20:40.560 --> 0:20:46.240 the overly um complicated can become you know, such a 0:20:46.359 --> 0:20:50.200 unifying force around the world. The Korean vegan quitter job 0:20:50.280 --> 0:20:51.600 you know, as a partner in a law firm to 0:20:51.640 --> 0:20:54.199 become a full time creator. She's gonna be releasing a 0:20:54.200 --> 0:20:57.160 cookbook soon. We just wrapped Fashion Week in New York 0:20:57.200 --> 0:21:00.480 City and Milan and in Paris, seeing creators like Wisdom 0:21:00.640 --> 0:21:03.000 you know, on the runway, and especially knowing where his 0:21:03.080 --> 0:21:06.280 journey began with some of the world's biggest fashion icons. 0:21:06.400 --> 0:21:09.280 Brian Boy, you know, it's it's a true testament to 0:21:09.320 --> 0:21:12.560 the springboard that the platform can offer. You know, agency 0:21:12.640 --> 0:21:15.520 deals are are are as big and as frequent as 0:21:15.520 --> 0:21:18.560 ever before. Taylor Cassidy, Brittany Broski, you know, c a 0:21:18.680 --> 0:21:20.600 a getting in on the act with folks like Julian 0:21:20.640 --> 0:21:25.080 Bass and Battle and Turner and Bowman Martinez read. It's 0:21:25.080 --> 0:21:28.440 really incredible and and I think small businesses as well, 0:21:28.520 --> 0:21:32.200 Todd Like these these businesses like Penoli, Blue Tortilla chip 0:21:32.440 --> 0:21:35.480 Um in Kansas, they saw their sales increase like five 0:21:35.560 --> 0:21:38.479 times after one viral TikTok video. So it's not just 0:21:38.520 --> 0:21:41.920 happening to you know, the traditional kind of entertainment space. 0:21:41.920 --> 0:21:45.679 We're seeing this incredible growth, you know, across the board 0:21:45.800 --> 0:21:49.120 from you know, so many different creator accounts and and uh, 0:21:49.320 --> 0:21:51.720 you know kind of cohort types that are all finding 0:21:51.880 --> 0:21:54.960 different levels and and uh, you know, types of success 0:21:55.000 --> 0:21:58.040 just from from growing on TikTok. Yeah, I mean, I 0:21:58.440 --> 0:22:03.240 guess the best way to um sell TikTok as a 0:22:03.240 --> 0:22:06.000 as an ad platform is just to point to the 0:22:06.040 --> 0:22:09.399 engagement that you guys experienced. Um. By the way, I 0:22:09.440 --> 0:22:14.480 have to correct myself. Netflix actually did a multi picture 0:22:14.560 --> 0:22:18.520 deal with Addison, right, so fans of Addison where you 0:22:18.520 --> 0:22:23.600 can look forward to more of that. But let me 0:22:23.600 --> 0:22:26.200 ask you this, um, and this has been a question, 0:22:26.560 --> 0:22:31.040 you know for other platforms to like YouTube, how do 0:22:30.840 --> 0:22:36.360 you keep you know, these mega successful creators on the platform. 0:22:36.400 --> 0:22:39.960 How do you keep them from you know, going elsewhere. 0:22:41.520 --> 0:22:45.719 What's really incredible about this company are it is the 0:22:45.760 --> 0:22:49.560 interest level that that exists on the product and innovation 0:22:49.600 --> 0:22:53.440 side to really work closely with the creators to make 0:22:53.520 --> 0:22:56.960 the things that will allow for creator's creativity to be unlocked. 0:22:57.280 --> 0:22:59.800 So I think it's it's continuing to innovate and and 0:23:00.000 --> 0:23:02.080 build you know, kind of the platform of the future 0:23:02.200 --> 0:23:05.520 for creators that really echoes the things that they're looking for. 0:23:05.840 --> 0:23:10.800 And that's again those are creative tools. There's monetization solutions 0:23:10.840 --> 0:23:13.800 as well that allow for creators to think about how 0:23:13.800 --> 0:23:16.760 do I build a livelihood on this platform? And you know, 0:23:16.840 --> 0:23:21.199 take uh, you know, those monetization benefits and reinvest that 0:23:21.240 --> 0:23:23.680 back into more content. I think, you know, the work 0:23:23.720 --> 0:23:26.560 that we're doing to elevate uh and and really push 0:23:26.600 --> 0:23:29.960 creators um, you know into other areas or help you 0:23:30.000 --> 0:23:32.960