Marketing

Ed Sheeran #BeautifulPeople TikTok challenge races to 335m views


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Ed Sheeran is big for streams, sales, socials, concert audiences… and now he’s big on TikTok too. To be specific, Sheeran has launched a challenge on that social app for his latest track, the Khalid-featuring ‘Beautiful People’.

Fans are being invited to upload videos celebrating the beautiful people in their lives, using the hashtag #BeautifulPeople – in the campaign’s kick-off video, Sheeran promises he’ll later be choosing some of his favourites. And yes, those uploads do feature a clip of the track.

In TikTok’s weekly update email sent out to journalists yesterday, the company said that Sheeran’s challenge had already generated more than 270m views in five days, thanks to more than 150k videos. According to the hashtag’s page on TikTok, that number has since swelled to more than 335m views.

The campaign actually marks Sheeran’s debut on TikTok with an official account – it already has more than 703,000 people following it. “Our community has engaged creatively with the song and it’s been great to see them connect in all corners of the globe through his music,” said Toyin Mustapha, global music at TikTok. The campaign is planned to run for two weeks.

Stuart Dredge

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