TikTok partners with Eventbrite to simplify events promotion

The new feature, which can be accessed in all countries where both TikTok and Eventbrite services are available, will also enable the global TikTok community to sell tickets to their own events.

According to a statement, following the agreement, any Eventbrite creator or TikTok user can add Eventbrite links directly to their TikTok videos, helping the TikTok community discover event details and purchase tickets without ever leaving the app.

“Through this partnership, any TikTok user can easily become an event creator by hosting their events on Eventbrite, and seamlessly promoting and selling tickets directly to the TikTok community,” TikTok said. “This offers a great opportunity for any TikTok user to share events with TikTok’s fan communities – such as #BookTok, #NewMusic or #FoodTok – introducing them to real-life experiences that reflect their passions.”

The tool is also expected to benefit local and independent event creators by offering a platform that helps grow their presence and bring more people together through unique live experiences. With the ease of adding Eventbrite links to TikTok videos, even smaller events can gain significant exposure, fostering a thriving and inclusive community while contributing to a more diverse event landscape.

“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,” Eventbrite chief product officer Ted Dworkin said. “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 is a global community of over a billion people, who share their real-world joy, passions, and experiences with other like-minded users,” TikTok global head of distribution partnerships Isaac Bess said. “Eventbrite has the same ultimate goal: to connect communities, whether it be at festivals, concerts, or neighbourhood gatherings. Our partnership with Eventbrite will help event creators connect with the TikTok community and introduce a wealth of fantastic real-world events to our users.”

Eligible events must be in-person, publicly listed on Eventbrite, have paid tickets, and occur within the next 90 days (or 180 days for music events). 

The partnership touts a number of benefits for TikTok users and Eventbrite creators, including seamless event promotion, faster ticket sales, promotion of multiple events simultaneously, and the ability to reach more attendees.

The development comes even as TikTok is embroiled in a legal battle with the US government after President Joe Biden signed a law in May requiring the app’s parent company, ByteDance, to sell its American operations or face a nationwide ban. The law that set a ‘divest-or-ban’ provision on the popular short-form video platform came into effect last month after the US Senate voted to approve it. US legislators had raised concerns that “the app could be collecting and passing sensitive data to the Chinese government.”