A trillion views in, Complex looks to make money from its booming TikTok audience

Digiday 20 Mar 2020 04:00

Complex Networks created its first TikTok account in June 2019. Eight months, eight accounts, 3.9 million followers and a trillion views later, the publisher is rolling out its first sponsorship product for the platform.

Called the Complex Tokover, the sponsorship includes brand mentions and advertiser input on the creators, content or challenges done in videos around a desired theme. The goal is to make the product a flat rate in the future, but Complex currently sells Tokovers based on an expected number of views. Because its channel ranges anywhere from 1 million to 5 million views per day, brands would be charged based on the expected average for the day they are looking to purchase the Tokover, said Jonathan Hunt, evp of marketing for Complex Networks.

A Tokover gives advertisers a 100% share of voice for a day of Complex’s videos posted on the platform. Complex hasn’t sold any Tokovers yet, Hunt said, and he declined to share what the current price range is for the product. Custom content can also be added in, but that is priced at a premium.

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TikTokComplex NetworksTokoversTokoverJonathanHunt
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