- Peloton will develop custom content for TikTok as a part of a latest agreement with the favored social media app, according to a press release.
- Videos will appear in a #TikTokFitness Powered by Peloton co-branded hub and have a number of live and pre-recorded class clips, original instructor series and collaborations with creators and celebrities. The portal will likely be grounded in themes from Peloton’s recently introduced “Anyone. Anytime. Anywhere.” brand positioning around accessibility.
- This is the primary time Peloton has produced bespoke content for a social partner that’s distributed outside of its owned channels. The move represents an overture to TikTok’s Gen Z-heavy audience as Peloton seeks to reignite growth.
Peloton is expanding its reach further beyond its connected fitness ecosystem of bikes and treadmills with the TikTok tie-up. While social media has been a key channel for the brand to grow awareness — and one which has helped propel its charismatic instructors to their very own online stardom — Peloton has not previously struck a content deal of this kind, where bespoke videos will live in a dedicated, co-branded hub on TikTok versus only on the official Peloton pages.
TikTok carries a large audience of over 1 billion energetic users, a lot of them in the coveted Gen Z cohort. The ByteDance-owned platform has achieved viral success thanks to an addictive algorithm that feeds users a gentle stream of curated videos centered around specific interests or hobbies. Peloton is looking to capitalize on the app’s sense of community through a #TikTokFitness hashtag and is timing the rollout to the brand new 12 months when many individuals begin fitness journeys as a part of their resolutions.
#TikTokFitness Powered by Peloton will include classes that don’t require the corporate’s expensive equipment to participate in and be available in the U.S., U.K. and Canada. The high cost of Peloton’s hardware and a changing subscription strategy have been a few of the barriers to latest entrants for the brand.
“We collectively recognize the way in which people engage with fitness is continuously changing,” said Oli Snoddy, vice chairman of consumer marketing at Peloton, in a press statement. “Our team is happy to complement TikTok’s already burgeoning fitness content by introducing the magic of Peloton to latest audiences, and in completely latest ways.”
Other marketers have tried to grow their TikTok footprint by leveraging the platform’s give attention to enthusiast groups. Unilever recently sponsored the #CleanTok hashtag, one of the vital popular topics on TikTok globally. Similar to Peloton, the packaged good giant’s partnership included the creation of a dedicated #CleanTok content hub to host curated videos and promote brands reminiscent of Sunlight, Dirt Is Good and Comfort.
Peloton’s bigger push into TikTok comes because the marketer continues to wrestle with a post-pandemic comedown that has seen demand for its at-home fitness offerings shrink. Revenue dipped 3% year-over-year in Peloton’s most up-to-date fiscal quarter and executives cautioned a few muted holiday season.
The company has cycled through marketing executives amid the turmoil, losing CMO Leslie Berland to Verizon in December. Berland, who was not even in the marketing chief role for a 12 months, will likely be replaced by former Intuit marketer Lauren Weinberg later this month.
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