TikTok has doubled down on ticketing directly on the platform with a partnership with Eventbrite.
Now creators can link an Eventbrite event in their videos and users can purchase tickets to the event without ever leaving TikTok. The link will appear above a video's caption.
The integration of Eventbrite into the social media platform stands to benefit creators, like stand up comics, who make their income through live shows. It streamlines the process of event promotion removing the "link in bio" middle man.
"We're giving creators a simple way to jump into trending conversations and bring online communities together in real life through events they’re passionate about," Ted Dworkin, chief product officer at Eventbrite, said in a press release. "With this partnership, millions of people can now easily discover and attend the best events in their cities, right from where the conversation is happening – on TikTok."
TikTok first entered the ticketing space through a partnership with Ticketmaster that first launched in the U.S. in 2022. In Dec. 2023 it rolled out to more markets including the UK, Ireland, Australia, Germany, France, Canada, and Mexico.
The partnership furthers TikTok's use as a search engine as users will be able to search for videos about Eventbrite events. But it ultimately serves to keep users on TikTok for as long as possible. The social media platform only allows very few things to be directly linked in a video including Ticketmaster tickets, TikTok Shop products, Buzzfeed Quizzes, Rotten Tomatoes, and Whisk. It still neglects to allow for articles to be linked, which could an opportunity for spreading rampant misinformation.
