TikTok is launching a new partnership with events platform Eventbrite that will allow both creators and fans to link in-stream to Eventbrite.
TikTok's new Eventbrite integration will make it easier to include links to publicly listed events on Eventbrite, with the direct link highlighted in the TikTok clip. That'll then enable viewers to tap through to the Eventbrite app or website to learn more and make a booking.

Says TikTok:

"Through this collaboration, any user of TikTok can easily become an event creator by hosting their events on Eventbrite and seamlessly promoting and selling tickets directly to the TikTok community. This is an amazing opportunity for any TikTok user to share events with the fan communities of TikTok - such as #BookTok, #NewMusic or #FoodTok, which introduces them to real-life experiences that feed off of their passions."

Perhaps the most important thing here is that just about any TikTok user can share a link to an Eventbrite, so creators will be able to tap their fans to assist in promoting their future events.

Better yet, TikTok claims that creators will also be able to include multiple event links in their videos, with users then being shown the most relevant event for them based on their location.

Another way for TikTok to accelerate awareness around IRL events, the platform has also established similar ticketing deals with Ticketmaster and CTS EVENTIM across Europe over the past year.

TikTok has truly become a key music promotion medium, specifically, as artists are increasingly finding discovery-and-audience-boosting success coming from their TikTok presence.

Eventbrite connection will expand this capacity even further; it will be allowing smaller artists to also boost their events and shows, as well as it being able to let other groups and communities show their meet-ups and functions.

It's a good integration, with a heap of opportunity for IRL promotion.