TikTok launches TikTok Pro Events, an app for cultural moments like the FIFA World Cup

Key points

• TikTok announced on Wednesday that it’s launching a new standalone app in the U.S. dedicated to cultural milestones like the upcoming FIFA World Cup.
• The new app, called TikTok Pro Events, allows users to engage with other fans, explore Users aged 18 and above can earn “Stars,” which can be redeemed for exclusive benefits, by completing fan-focused activities within the app, such as searching for trending hashtags, visiting the FIFA World Cup hub, and sharing content.
• These exclusive benefits include official FIFA World Cup merchandise through a dedicated in-app redemption store, TikTok Shop coupons, or the opportunity to direct TikTok-funded charitable donations through a partnership with Feeding America.
• By launching a dedicated app for global cultural moments outside of its main platform, TikTok is competing with other apps for user attention, while also giving creators and access to a more focused audience.
• The rollout also opens new revenue streams for...