Disney is going long on short-form content.
The entertainment giant struck an alliance with TikTok that will have creators on the popular quick-hit video service making shorts tied to characters and stories from Marvel, Pixar, Star Wars, FX and more. The resulting pieces from creators who opt-in to the program will be available on both TikTok and on Disney+ in the form of “Verts,” the company’s vertical video products.
“This collaboration creates a new bridge between the stories we tell and the creativity they inspire, giving creators a bigger stage to share what they’ve made, and audiences more to discover on Disney+ every day,” said Asad Ayaz, Disney’s chief marketing and brand officer, in a statement.
The agreement will launch in the U.S. in coming months, and the companies intend to move it to other markets around the world. Financial terms were not disclosed.
It’s no secret that younger people are watching shorter videos with more frequency, including TikTok vignettes, Facebook Reels, even “whip-around” sports shows like NBC Olympics’ Gold Zone and NFL Red Zone. The format is driving conversations around everything from wellness to food to pop culture. Many prominent advertisers are also investing in it, with big-spending companies including Procter & Gamble and JCPenney creating “microdramas” and “microcontent.”
