Like TikTok, Triller’s experience is rooted in music, particularly Hip-Hop. People can film multiple takes of themselves rapping to songs and then use the app’s artificial intelligence to automatically pull the best of those clips to make professionally-looking music videos. Unlike TikTok, however, Triller is all about the music, having raised investment from Snoop Dogg, 21 Savage and Migos. It’s this specific fandom, more so than the actual product itself, that makes Triller such an intriguing prospect for marketers now. Yes, there’s a crossover between the audiences of both apps, but Triller is focused on serving a more engaged subset i.e music fans.