FourFront is a media startup that’s looking to define a new type of storytelling on TikTok, aiming to popularize a network of individual actors performing scripted short-form serialized stories that feel native to TikTok.
Fictionalized storytelling in vlog form is clearly not a new development for social media, but FourFront is hoping that it can capitalize on the discoverability opened up by TikTok’s For You Page (FYP) to steadily build new audiences.
The startup has a couple dozen characters on TikTok, with a handful racking up several hundreds of thousands of followers. Not all of the characters have been hits, and FourFront’s team of writers and social media strategists have settled on nine characters who they’re looking to create an interconnected “universe” around where the actors organically cross paths with each other. While FourFront’s team plans out the character arcs, it’s on the actors to shoot the videos themselves.
The scripted content is often pretty soap opera-esque, but follows the format of popular videos on the platform; “watch us confront my sister’s cheating fiancé LIVE” implores one video from FourFront’s most popular character “Sydney,” who has nearly 500,000 followers after debuting in June. In addition to helping catch her sister’s cheating fiancé, Sydney has also discussed the stresses of her roommate breaking her lease early and the lessons she has learned working in customer support for a dating app.