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When the average human attention span is 8.25 seconds, and the average view time of a TikTok is 28 seconds, how do you get the internet to pay attention for a full 10 minutes?
For Hilton, the answer was to break with convention and give the people what they want: unexpected, platform-native, funny content made in partnership with some of the most-loved creators on TikTok.
Adweek social editor Sami Lambert sat down with representatives from Hilton and TBWA\Chiat\Day New York, as well as TikTok star Bomanizer to delve into the behind-the-scenes story of the viral 10-minute TikTok sensation, “You Stay In.”
In an unprecedented move, Hilton Hotels & Resorts unleashed a 10-minute TikTok in February.