Dec 18 Triller: What Your Brand Needs to Know
It’s no secret that short-form video blew up this year. Instagram Reels and YouTube Shorts launched and in April, while TikTok lead the pack with 2 billion downloads of the app. Earlier this summer we saw Triller, an app originally released in 2015, rise in popularity when the Trump administration threatened to ban its rival, TikTok. By August, Triller was the #1 downloaded app.
What is Triller?
Triller is an AI-powered music video app that allows users to create professional-looking videos in seconds. Simply pick a song, select the portion of the song you want to use, shoot your footage, and with one click you’ll have a quality music video.
To date, Triller has more than 250 million downloads and according to CEO Mike Lu, 100 million monthly users. Celebrities such as Alicia Keys, Cardi B, Marshmello, the Weeknd, Justin Bieber, and Eminem are regularly using the app to create their own music videos. Plus, Triller says it has the rights to 97% of licensed music, meaning content won’t be flagged on different platforms.
But Triller is evolving, and this year it bet on the need for alternative live events as a growth strategy. Triller hosted a fight between Mike Tyson and Roy Jones Jr., and a match between YouTube personalities Jake Paul and Nate Robinson, successfully reaching, and engaging, two different demographics. A month before the presidential election, Triller hosted the “Pepsi Unmute Your Voice” concert in collaboration with Rock the Vote with performances from Demi Lovato, Chance the Rapper, and Chloe x Halle.
Influencers on Triller
Triller launched Crosshype, a product that the platform claims allows influencer marketing to be bought with guaranteed views and a calculable CPM. The app also allows influencers to post across multiple platforms, which the company says will make the CPM lower than any other influencer purchase to date.
Short-form video platforms have battled by launching features to lure content creators away from its competitors. The uncertainty of TikTok’s future has resulted in many TikTok influencers setting up shop on Triller, such as the D’ Amelio family and the Sway Boys, and in some instances, creating content on both platforms.
“We are the only platform to offer guaranteed influencer media – in fact, we are creating the category because our ethos remains focused on helping creators monetize their creativity while sharing content with their fans,” said Ryan Kavanaugh, Triller Co-Owner in a press release. “We are on track to be the number one platform for influencers, with the world’s top influencers already part of our roster and have developed this platform to help revolutionize their offerings as they enter into long-term category brand exclusives that align with their image, similar to how shoe deals work with athletes.”
Are Brands Using Triller?
As brands constantly look for ways to reach and engage new audiences, the draw of evolving, short-form video platforms like Triller, which guarantees views and a calculable CPM, may be irresistible if it is able to deliver. Brands such as Chipotle, Boost Mobile, Pepsi, McDonald’s, and e.l.f. Cosmetics are investing marketing funds in Triller.
e.l.f. Cosmetics recently released the “E.l.f. the Hauls” campaign featuring a five-track holiday album and influencers to reach Gen Z. The E.l.f. campaign, which uses original, remixed holiday music, will extend across Triller along with TikTok, YouTube, Instagram, Spotify, and Apple Music, each with unique content. e.l.f. Cosmetics is the first beauty brand to launch on Triller, and they’ve partnered with TikTok stars Loren Gray, Michael Le, and the Bad Wiggles to draw audience attention.
Pepsi is launching a virtual hip-hop competition on the up and coming app. The “Pepsi Wild Cherry Your Wildest Dreams” contest will feature a panel of top industry insiders including Fat Joe, Mike WiLL Made-It, Mulatto, Quay Global, and Kenny Burns. Three finalists will perform live at a “Triller House” in Atlanta to compete for a mentoring session with the judges and to be featured in an ad for Pepsi Wild Cherry in 2021.
This is a departure for a brand that ran TV commercials featuring mega-stars Britney Spears and Madonna. Through the Triller competition, Pepsi is potentially building its own franchise. The ability for consumers to respond and react to entertainment in real-time was attractive to executives, says Chauncey Hamlett, chief marketing officer of the South Division of PepsiCo Beverages North America, in an interview with Variety. “You are going to continue to see that as a bigger part of the mix and the media buy.”
Originally touting itself as a free-speech platform, in contrast to TikTok’s strict content moderation, Triller has skillfully managed to distance itself from QAnon, making it a safer bet for brands.
What’s Next for Triller?
Triller has big plans. It is developing a brand content creation lab to complement Crosshype. The platform is said to be about to announce partnerships with several sports leagues and is eyeing the gaming, fashion, and travel industries, plus B2B marketing efforts.
Triller’s biggest asset may be its willingness to work with other platforms resulting in a shared success. The next couple of years will determine whether Triller can truly differentiate itself from the others and deliver all that it promises.
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