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Triller 101: Catching up on social media’s next top dog

Early last year we outlined the numerous ways to get involved with advertising on TikTok. A year later, as we find ourselves with new platforms like Instagram Reels and Snapchat Spotlight gaining popularity, we’re here to introduce you to the next big player in the social app world – Triller. 

With a user base of over 65 million monthly active users and recent brand activations with Pepsi, Chipotle, Manscaped and L’Oreal, we’re expecting Triller to make a big statement in 2021. In anticipation of its mainstream adaptation, here’s what you need to know about Triller. 

What is Triller?

Initially launched in 2015, Triller is an entertainment and music platform that allows users to create organic music videos in the form of music & lip-sync vertical video content. Triller has a unique auto-editing algorithm that makes content creation a breeze for everyone, allowing even the most inexperienced users to keep up with viral challenges and deliver quality, engaging material. 

What sets Triller apart from the rest?

Triller’s partnerships within the music industry make it the premier location for sharing user-generated music content. Their direct integrations with Apple Music and Spotify allow for access to hundreds of thousands of songs to discover, create music videos with, or even stream directly within the app.

In addition, their continued relationships with big name record labels and popular artists have also given them a leg-up on competing entertainment apps, providing licensed material from artist catalogs for creators to use while simultaneously protecting publisher royalties. 

What Makes a Triller User different? 

Unlike TikTok, which casts a broader net in terms of content genres, Triller users are on the platform with a shared passion for music. The average Instagram Reels or Snapchat Spotlight user may not be an avid music fan, but the average Triller user is definitely keeping up with the latest and greatest in music & supporting their favorite artists.

What advertising opportunities are available on Triller?

  • Programmatic Buys

Triller recently partnered with ad tech start-up Consumable to sell programmatic ads in-app. Here, programmatic video ads are placed between short-form vertical video content (“trills”) with the ability to click-through to a destination link.

  • Brand & Project Activations

Triller’s internal marketing team has expressed enthusiasm for helping creators and brands raise their profile through the app. Their specific ad offerings are limited at the moment, but the opportunity to connect on potential partnerships is available. 

  • Self-Serve Ad Platform

As Triller prepares for an IPO, they’ve disclosed their plan to partially monetize through a self-serve ad platform. While this is still on the horizon, we’ll continue to keep our eyes peeled for any beta-testing opportunities.

Tips for effective vertical ads

In preparation for self-serve ads on Triller, take a look at the below advice for making the most of vertical content and reach out with any Instagram Story, TikTok or Snapchat booking needs!

  • Make sure the specs are correct.

For most platforms, a 9:16 aspect ratio will be perfect. In terms of file size, 1080×1920 for HD and 720×1280 to reduce the file size.

  • Aim for content that is 15 seconds or less.

As mentioned in our TikTok 101 article, this will put you in the best position for winning impressions and seeing strong ad performance. 

  • Create content that captures attention within the first 3 seconds.

Remember, you’re competing with hundreds of other videos, both organic and promoted. Capture your user’s attention as soon as possible with eye-catching, thumb stopping content.

  • Fill the screen!

Utilize the advantage vertical video content gives advertisers – a full-screen experience. This, although temporary, 100% share-of-voice opportunity should be fully taken advantage of with a video that fills the user’s screen.

  • Optimize for viewers watching your video without sound.

Although we’ve seen statistically higher sound-on rates with users watching vertical videos, like Instagram Story ads, it’s important to make sure your video will make sense to the user watching without sound too.

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