Social video app TikTok is best known for animals performing tricks, people doing stylized and hip dance moves, and random events such as a baby being born mid-flight. But TikTok’s usefulness for travel marketing to Gen Z and younger millennials is becoming more apparent for U.S. travel brands who are seeing the success of foreign brands on the platform.
Delta Air Lines this week launched its first TikTok campaign in the U.S. The carrier asked app users to post a short video about their favorite trip and tag the post with #FavoriteTripChallengeHashtag. The app said the campaign garnered over 19.5 million views in its first 36 hours, thanks partly to a partnership with TikTok.
Several U.S. travel brands had hesitated to engage with TikTok in contractural ways until recently. Executives were nervous about some uncertainty about the app’s status in the U.S. A year ago, the Trump Administration attempted to effectively banish the app from Apple’s and Alphabet’s Google app stores, but courts prevented the ban. In June, U.S. President Joe Biden revoked the related executive orders, dispelling most of the clouds.
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