Ten’s new singing competition show The Masked Singer is picking up interest on TikTok.
The show, which maintained more than a million viewers for its first two episodes this week, launched a TikTok duet challenge with a $1000 prize.
Duet challenges encourage TikTok users to “duet” with the original poster’s, in this case The Masked Singer, video along with a hashtag.
For this #maskedsingerau challenge, The Masked Singer account, which has more than 6,000 followers, uploaded reaction clips from panelists Jackie O, Lindsay Lohan and Dannii Minogue.
The show has also included host Osher Günsberg as the latest addition to the challenge.
“Launching a challenge on TikTok seemed like the perfect partnership for a show as bemusing, bright, and bonkers as The Masked Singer," Network 10 head of social content Kirsty Wilson says.
“Viewers have really embraced the challenge, producing their own unique clips with our content. We’re always looking for fresh ways to engage audience socially, particularly with the noisy under 50s, and it’s brilliant to see the challenge trending with over 2.2 million views.”
Here’s an example of what these challenges look like:
The most popular video with the #maskedsingerau hashtag has raked in more than 42,000 likes. Another by popular Australian TikToker Ricky Chainz has more than 20,000 likes.
The like counts may not be big in terms of TikTok’s reach - popular videos regularly pull in 100,000s of likes - but it does show local TV shows are beginning to find ways to engage with the platform’s audience.
TikTok’s audience might be particularly appealing to Ten if it’s looking to attract a younger audience to its screens. According to Global Web Index, 41% of TikTok users are aged 16-24.
Locally, brands such as Seven West Media’s Pacific and Superdry have joined the platform. In the US, big brands such as ESPN have invested in TikTok content, with the sports channel gaining more than 970,000 followers.
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