TikTok, Amplify launch initiative to help brands make creator-led shows

TikTok has partnered with Australian creator marketing agency Amplify to help brands develop and fund creator-led episodic shows on the platform.

Called The Next Episode, the initiative will connect brands with Amplify's creator network to develop original social-first series.Eligible brands will also be able to access production support from TikTok alongside their media investment.

Shows can range from micro-dramas and interviews to game shows and documentaries and are designed as an alternative way to give brands a recurring presence in creator content rather than merely via one-off sponsored posts.

The initiative follows Amplify's move into developing creator-owned entertainment IP earlier this year. In July, the agency launched Amplify Originals, a programme that funds creators to develop and produce pilots for original shows.

At the time, co-founder Tom Maynard said creators were increasingly building "shows, formats, entire production companies" rather than waiting for brand briefs.

Through The Next Episode, it has another route for developing such content, only with brands fronting the costs and TikTok providing the distribution.

TikTok and Amplify have previously worked together on branded series including The TikTok Road Trip with Kia, Gatorade Games and Love Songs with Tinder.