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TikTok taps BuzzFeed to produce the first sponsored weekly live shows on the platform

Digiday 23 Nov 2021 05:01
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November 23, 2021 by Sara Guaglione

BuzzFeed and TikTok signed a year-long deal in which BuzzFeed will premiere multiple live video series on the social media platform and TikTok will secure sponsors for the shows. The deal marks the first time TikTok is working with a media company to sell sponsorships against weekly live shows on the platform.

“I Made This” is the first series to come out of the deal. Coming from BuzzFeed’s cooking vertical Tasty, the eight-part series features live cooking videos for different events and holiday celebrations, such as Friendsgiving, a tailgate party, date night, Diwali and Hanukkah, and stars in-house and independent creators that BuzzFeed works with. The first episode aired on Nov. 3. Episodes will come out every Wednesday through Dec. 22 and stream live on Tasty’s TikTok account. BuzzFeed declined to share how many viewers tuned into the “I Made This” episodes that have aired so far.

To start, the shows will feature product placements for sponsors. The first sponsor is Cyetus, a home appliance brand that will appear in the show’s Thanksgiving episode. For now, TikTok is bringing brands it works with to the BuzzFeed livestream series, which opens BuzzFeed up to working with new clients. Cyetus, for example, is a brand that “we probably wouldn’t have worked with,” said Ken Blom, svp ad strategy and partnerships at BuzzFeed.

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