TikTok Photo Video Library
Created in partnership with Shutterstock Studios
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CONTEXT
As a uniquely UGC (User Generated Content)-based brand, TikTok’s proprietary assets must feel authentic to the platform, which makes stock effectively unusable. We need our own UGC-esque ‘stock’ library that feels native to the users & their experience which features business verticals and TikTok creators around the world.
CHALLENGES
Understanding the business needs and local color of each region in order to develop fresh, engaging scenarios that capture the industry, highlight creators and small businesses, and celebrate the diversity of our audience in a creative and consistent way. The assets need to evoke TikTok’s core mission “to inspire creativity and bring joy” and flex company-wide, across: marketing, sales, product, comms, partnerships, PR, operations, etc.
OBJECTIVE
Create a robust library of photography and UGC-style videography built around each region’s priority industries in a way that is creatively strategic, visually engaging, authentic to the platform, globally consistent, and uniquely TikTok.
APPROACH
Develop and distribute a universal brief to colleagues in each region and partner together to strategically create detailed shotlists that capture business objectives in a ‘lifestyle’ way. Source local photographers & videographers in each region around the world to leverage local communities, creators, traditions, customs, and nuances.
RESULTS
350 still photos
500+ video clips (including ~350 GIFs)
nearly 7k individual assets download + used internally in the first year post-launch