TikTok announced on June 3 the launch of a new independent app in the United States, TikTok Pro Events, targeting large cultural and sports nodes such as the upcoming FIFA World Cup. Users can interact with other fans, browse popular videos, and view curated creator content streams within the app.
This application is aimed at users aged 18 and above. The platform has also set up an incentive mechanism called "Stars". After users complete fan tasks such as searching for popular topic tags, visiting the World Cup area, and sharing content, they can accumulate Stars and use them to redeem exclusive rights.
These benefits include official FIFA World Cup merchandise, TikTok Shop coupons, and the opportunity to direct TikTok-funded charitable donations to support relevant projects through a partnership with Feeding America.
TikTok said that users can still enter the World Cup area by searching "FIFA World Cup" in the main application to view event content, creators' works and broadcast highlights. This area is powered by TikTok GamePlan.
According to reports, TikTok is competing with other platforms for user attention by launching independent applications for global cultural events, while also providing creators and advertisers with more focused audience scenarios.
This layout will also help bring new revenue streams to TikTok’s new owners, covering sponsorships, collaborations, creator marketing, and advertising.
TechCrunch also pointed out that TikTok is no longer just a social entertainment application. In recent years, it has continued to expand into e-commerce, travel and event discovery, and TikTok Pro Events is another step on its path to a "super application".
Previously, TikTok has launched TikTok GO, which allows users to discover and book hotels, attractions and experience projects directly within the app, further turning content discovery into a transaction portal.