TikTok, Conde Nast ink partnership for exclusive content, ads

Conde Nast has inked a deal with TikTok that will see its publications Vogue and GQ producing exclusive content for the platform.

The content will mostly revolve around Fashion Month (in February), Digiday reports, as well as live streams and hashtag challenges. Additionally, Conde Nast and TikTok’s sales teams will work together to secure ad deals around the ensuing content.

The financial terms of the deal — including the rev split between Conde and TikTok — were not disclosed. And the partnership also comprises a print component, with a four-page insert in the March issues of both Vogue and GQ containing perforated cards that readers can clip together to compile a flipbook animation tied to different TikTok challenges.

Vogue and GQ launched their TikTok channels in late 2020, and have garnered 676,000 and 410,000 followers, respectively. The forthcoming TikTok-exclusive series include Make It Vogue, seeing TikTokers recreate fashion trends, while GQ‘s Personal Practice will see different athletes sharing their wellness practices.

Digiday notes that TikTok signed in November a similar year-long deal with BuzzFeed for multiple live series, on which TikTok worked to secure sponsors, and then share revenues.