TikTok announced its first-ever “U.S. Awards” ceremony, expanding its global recognition program to honor creators across multiple categories while securing key sponsorship and distribution partnerships. The event will take place on December 18 at the Hollywood Palladium in Los Angeles.

e.l.f. Cosmetics signs on as title sponsor for the inaugural event, securing naming rights for the Rising Star award category and plans for an experiential activation featuring “immersive content creation moments” at the venue. Additional sponsorships include H&R Block and Carl’s Jr., though their specific integrations remain undisclosed.

TikTok partners with Tubi as the exclusive streaming distributor, extending the event’s reach beyond the platform’s native environment. Tubi gains first-time broadcast rights to the ceremony as part of its broader “Tubi for Creators” initiative, which aims to connect digital talent with traditional entertainment opportunities.

Community Voting and Recognition Structure

TikTok will open public voting through an in-app hub from November 18 to December 2, allowing users to select winners across 14 categories, including “Creator of the Year,” “Video of the Year,” and “Breakthrough Artist of the Year.”

The platform is also introducing several sponsor-branded awards, including “Immediately Added to Cart” from TikTok Shop, which recognizes creators driving commerce conversions. The category celebrates content that “turns inspiration into action” and embodies the platform’s purchase-driven phenomenon described as “TikTok made me buy it.”

Additional specialized categories include “CapCut Creator of the Year” and “TikTok LIVE Creator of the Year,” extending recognition to content creators utilizing the platform’s complementary editing software and livestream capabilities.

Event Format and Distribution Strategy

The ceremony follows a traditional awards show structure beginning with red carpet coverage at 5 p.m. (PT), showcasing creators “fresh from their GRWMs” (Get Ready With Me content), followed by the main event at 6 p.m. (PT).

TikTok streams the entire program live on its platform through the @TikTok account while simultaneously broadcasting on Tubi. The streaming service provides on-demand access the following day, extending the content lifecycle beyond the live presentation.

The event features an in-person audience of “hundreds of creators” at the Hollywood Palladium, with additional physical activations, including a TikTok Shop experience that delivers “interactive moments and creator-led content opportunities.”

Global Expansion of Creator Recognition Programs

The U.S. Awards joins TikTok’s established global events series, which previously launched in Korea, Japan, Australia, Brazil, and other markets. The timing aligns with TikTok’s UK & Ireland Awards, scheduled for November 13 in London, which enter their second year with Sky as headline partner.

The U.S. iteration emerges as TikTok reports reaching 170 million American users, while its UK counterpart serves a community of 30 million monthly users in the platform’s largest European market.

Both awards programs implement similar sponsorship structures, with the UK event securing partnerships with Pepsi MAX, BYD, and e.l.f. Cosmetics, the latter appearing as a sponsor across both regional ceremonies.

The U.S. Awards nominees span established figures with substantial followings, such as Bretman Rock, Keith Lee, and Paris Hilton, as well as emerging creators, reflecting the platform’s talent development approach.

TikTok positions the awards as celebrating those who have “turned passion into purpose,” highlighting creators driving cultural impact across fashion, beauty, sports, entertainment, and educational verticals.

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