ITV joins forces with TikTok to promote latest Love Island series

Josh Peachey's picture
by Josh Peachey

ITV has partnered up with the rapidly-growing short video platform, TikTok, to promote the latest series of the most-watched television program of the year - Love Island. 

They hope that the collaboration will allow both organisations to create compelling and entertaining content inspired by the show and continue to engage their core young adult audience. In the three years after it launched in September 2016, TikTok had 500 million active users.

Richard Waterworth, TikTok General Manager U.K. said, “We're really excited to be supporting the 2020 series of Love Island which has iconic cultural TV status and see how the TikTok community uses their creativity to interpret the key moments through the various hashtag challenges.”

As part of this partnership, Love Island launched a channel (@loveisland) on TikTok which is now live and will share some exclusive content during the upcoming season. 

The channel is currently posting introduction videos from Love Island contestants from the upcoming series. 

Throughout this series of Love Island, TikTok will launch additional content and hashtag challenges related to key moments from the TV show. For this, TikTok is working closely with talent such as Iain Stirling, the voice of the show, and Chris Taylor, a fan favourite 2019 Love Island contestant.

TikTok will also sponsor this year’s Love Island First Look building anticipation for the show each evening.