Leading short video platform, TikTok, is joining efforts with ITV to promote the latest series of the most-watched television program of the year – Love Island.
Both organisations will create compelling content inspired by the show to continue to engage their core young adult audience.
“We’re really excited to be supporting the 2020 series of Love Island”, Richard Waterworth, TikTok general manager UK said.
“It has iconic cultural TV status” he said, adding he was keen to see how the TikTok community uses its creativity to interpret the key moments through the various hashtag challenges.
Love Island channel
As part of the partnership, Love Island launched a channel (@loveisland) on TikTok which is now live. The plan is to share some exclusive content during the upcoming season.
Currently, the channel hosts introduction videos from Love Island contestants. They include Callum, Even and Jess, Ollie and Shaughna and Mike, with more to follow.
Throughout this series of Love Island, the video platform will launch additional content and hashtag challenges related to key moments from the show.
To do this, TikTok is working closely with Iain Stirling, the voice of Love Island, known for his hilarious one-liners.
2019 Love Island contestant, Chris Taylor, known for his sense of humour and bringing the silly salmon to the villa, is also in the frame.
The video platform will also sponsor this year’s Love Island First Look building anticipation for the show each evening.
TikTok is a video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012 by Zhang Yiming.