The TikTok community is no longer focused on young people who only consume (and upload) dancing videos. Its tentacles have spread to very different spheres, including culture. With more than 1,000 million users, the platform has been chosen to be the “Official Entertainment Partner” of the 66th edition of Eurovision.
The European Broadcasting Union, organizer of the festival, has been the one who has announced it. Thus, TikTok will be at the center of this event for the first time, the end of which will be held on May 14 in Turin under the motto “The sound of beauty”.
The passion of the eurofans has been reflected in the publications of the video network. The hashtag #Eurovision currently has 3.8 billion views and last year’s hashtag, #Eurovision2021, exceeds 1.4 billion.
While users shared and supported their favorite entries, artists took the opportunity to reach out to their fans. This year, thanks to this partnership, fans will be even closer to the participants on their journey from rehearsals to the grand finale.
Exclusive content on TikTok from Eurovision 2022
One month before the outcome, the European Broadcasting Union, organizer of the contest since 1956, has confirmed that the performances of the semifinals and the final itself will be broadcast live through the Eurovision account. It will be done in vertical format and the official broadcast will be combined with images from the backstage of the meeting, at the same time that the performances take place.
Also, the Eurovision TikTok account will offer exclusive content every day during the contest. Within this, a daily video with highlights and behind-the-scenes footage will be posted.
It should be noted that the community will have access to the first essays exclusively for TikTok. An in-app content hub will be created to promote all things Eurovision, especially as 10, 12 and 14 May draw closer. On the other hand, the hashtag #Eurovision2022 is already active.
“We are delighted to bring the magic and music of Eurovision to our community this year. TikTok is the home of entertainment and creativity, and I know our creators and users across Europe and beyond will embrace this beloved celebration of music and culture,” said Rick Waterworth, TikTok CEO European Union.