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TikTok’s Promotional Influence In Film

Entertainment is at the heart of TikTok. It is the go-to spot for creatives of all types to share and connect with one another. In the first quarter of 2022, TikTok had over 1 billion monthly active users, with 1.8 billion predicted by the end of the year.

In the film industry, TikTok has a growing presence that is hard to ignore. The app is a staging ground for hits and is even capable of prompting old films to make surprising comebacks. The 15-second format adopted by the app, allows users to create memorable clips, allowing for creative approaches to film publicity. Films are changing their promotional strategies by involving TikTok creators in the production phase so as to boost ratings before the films are released. 

The 94th  Academy Awards was one of the first to embrace TikTok. Festival de Cannes also partnered with TikTok for the first time in 2022. The platform builds excitement around industry events and boosts ratings among a younger demographic. From behind-the-scenes and interviews with talent, to awards live streams, TikTok provides viewers with an authentic experience.

Additionally, TikTok was announced as an official partner of the Toronto International Film Festival which kicks off on the 8th of September. TIFF and TikTok are celebrating Short-Form Creativity by giving creators a chance to compete in the Future of Filmmaking Challenge.

  • 58% of TikTok users said they are interested or very interested in seeing more content by film studios, while 69% of respondents have co-created content tied to a film or show (GoodQues, TikTok, 2021).
  • 41% of active TikTok users said when they discover a new film on the platform, they look up a theatre where they can see it, while 28% said they look up a streaming service where they can watch it (Deadline, 2021).

It is clear that TikTok not only gives audiences an inside look into the world of filmmaking, but also provides filmmakers with a useful tool to add to their promotional strategy.


References & Further reading:

– https://newsroom.tiktok.com/en-ca/tiktok-becomes-official-partner-of-2022-toronto-international-film-festival-ca

– https://deadline.com/2022/01/how-tiktok-is-fueling-hollywood-marketing-campaigns-sony-spider-man-no-way-home-1234906545/

– https://corq.studio/insights/tiktoks-impact-on-the-film-industry-is-undeniable-as-the-gentleminions-trend-breaks-box-office-records/

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DATE: 07 / 09 / 2022