TikTok minutes are like dog years—you don’t get too many of them before the party’s over. But Hilton ignored the best practices on the short-form video platform last week, rolling out a TikTok that was absurdly lengthy—and all but daring users to get on board with it.
The 10-minute clip drew attention to its own ridiculousness from the start. It begins with an intro from Paris Hilton herself, and then dives headlong into self-parody—making fun of its own length, and for being an ad in the first place, in comically self-referential fashion.
Along the way, it used a lineup of TikTok influencers, along with an amusing script, to impart an impressive amount of brand and product info—becoming a place, much as Hilton positions its hotels these days, where you wouldn’t mind staying a while.