With the Winter Games in Beijing approaching, NBCUniversal will team up with TikTok to promote the network’s Olympic coverage, shown as advertisement content on the app. The brands did not explain how their collaboration content will differ from the regular ad content, although both businesses have shown an interest social shopping, which might be a path for their collaboration.

TikTok emerged as an unexpected source for unpublished material from international athletes this summer during the Tokyo Games. The popularity of Olympians on TikTok drew an unexpected audience to the event. According to NBCUniversal, Olympic-related material has had over 18 billion views on TikTok, so the network approached TikTok right away, and urged them to collaborate on 2022 Winter Olympics and Paralympics content. This includes daily material across NBC TikTok accounts, and a three-episode livestream show presented by a TikTok creator who has yet to be announced. Fans can expect to watch the athletes’ stories and experiences on TikTok as part of NBC’s coverage of the 2022 Winter Olympics and Paralympics.

In line with this latest news, we can easily say that TikTok continues to expand its influence each day. What kind of content do you expect to see on TikTok related to the Winter Olympics? Share your thoughts in the comment section!