Hilton hotel posts 10-minute TikTok advert

US – US hotel chain Hilton is circumventing fast scroll culture with its 10-minute TikTok advert.

The advert opens with Hilton heiress Paris Hilton asking: ‘Would you watch a 10-minute-long TikTok?’

Then a roster of popular TikTok creators take over, including Chris Olsen, Baron Ryan, GirlBossTown and Boman Martinez-Reid – each trying to persuade viewers to stop scrolling and keep watching.

The creators’ spots were filmed separately and in their own styles. The advert is cohesive because they are unified in delivering Hilton’s brand message.

As part of the hotel chain’s #HiltonForTheStay campaign, Hilton has given TikTok viewers an incentive to stick with the 10-minute spot. Those that make it to the end are eligible to win a share of 10m Hilton Honors Points.

Attention is one of social media’s greatest commodities and it can be a struggle for advertisers to capture. Hilton’s 10-minute TikTok has been viewed 19.7m times because it is creative, authentic and fun. It is also enjoyable –young viewers are willing to watch adverts that prioritise entertaining them.