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How TikTok Is Fueling Hollywood Marketing Campaigns Like Sony’s Epic Pitch For ‘Spider Man: No Way Home’

How TikTok Is Fueling Hollywood Marketing Campaigns Like Sony’s Epic Pitch For ‘Spider Man: No Way Home’
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exclusive: TikTok’s grip on young audiences is a well-established fact, but the social network has just released a new report detailing how this specific trait has made it increasingly attractive to Hollywood.

In a new blog post titled “The Future of Entertainment Marketing,” the company, which has more than 1 billion monthly active users globally, presents a set of statistics. Excluding broadcasting, TikTok has been cited as the #1 activity for US entertainment viewers age 18 or older when they have an extra hour, according to a 2021 GoodQues TikTok Entertainment study. The same survey found that 58% of TikTok users call They call themselves “interested” or “very interested” in seeing more studio content on the platform. 69% of users also participated in creating content related to a show or movie.

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“A year or a year and a half ago, we had to-Try platform,” Nikao Yang, vertical director of games and entertainment, global business solutions at TikTok, told Deadline in an interview. “Now we really are indispensable. Before, we were part of the conversation. Now, we’re leading the conversation.”

A byproduct of that conversation is what the company calls “community-generated entertainment.” Unlike passive TV viewers or visitors to other digital hubs, TikTok-ers tend to be more active participants, shaping their experience and forming strong bonds with like-minded users. TikTok’s origin story is participatory, after all: its previous incarnation was the lip-syncing app for the music video Music.ly. Today, Yang said, “It is not just about singing or dancing. We are building more complete societies.” He noted that medicine, education, food and parenting are becoming increasingly vital areas.

TikTok, a division of China-based privately owned technology company ByteDance, has faced scrutiny from the US government amid concerns that user data is being controlled by Chinese officials. (The company says the concerns are unfounded and that US user data is stored in the US) An earlier attempt to build a bridge to Hollywood faltered in 2020, when Kevin Mayer, a former Disney boss, agreed to join as CEO, but then left after only three . months. Last spring, ByteDance CFO Shouzi Chew was named TikTok CEO, and former YouTube exec and TikTok veterinarian, Vanessa Pappas, after a stint as interim president, became COO.

One reason Mayer’s face changed was that the administration of former President Donald Trump was trying to force the company to sell to an interest in the United States. It even designed a deal with Oracle and Walmart. But that deal fell apart after TikTok launched successful legal challenges. Since Joe Biden took office, the government’s position has been to study security issues more carefully before setting a course of action.

Against the backdrop of these intrigues, TikTok’s user base continued to grow rapidly, and studios came to see it as a major complement to Twitter, Instagram, and other social and digital platforms. Sony has mobilized TikTok in a number of ways as part of its campaign for Spider-Man: There is no room for home, which defied the pandemic to become one of the best films of all time.

Jeffrey Godsik, the studio The executive vice president of global partnerships and brand management said, “TikTok has a massive audience, but it’s more than that. They have an audience that wants to absorb things through content, and that’s good for us because that’s what we do. We make content.”

to There is no place for home, the studio seemed to implement a basic principle outlined by Godsick: “To be authentic, you have to come as a creator, not an advertiser.” One of the ways Sony sought to do this was to make a copy of daily trumpet (The fictional newspaper where Peter Parker works) as a live destination on the platform. She also awarded Michael Lowe, who popularizes TikToks as “justmaiko,” a part of the movie. While bound by the usual confidentiality agreements during production, he was able to begin sharing his specific point of view a few days before opening weekend.

Together with the global stadium for sing 2Yang said Spider Man The campaign made use of one essential component of the service. “One of the fundamental aspects of TikTok is that it was built for co-creation,” he said. There are three features in particular, he said, that seem to galvanize user communities around movie and TV titles. The “Stitch” and “Duet” options allow users to interact more directly with the content. Users can also reply with a video. According to a report published last week in TechCrunch, TikTok is also testing a new “Resend” button that works similarly to Twitter’s retweet functionality.

Although the company did not disclose advertising revenue figures, it is clear that its ambitions are to stand shoulder to shoulder with other digital outlets in the booming advertising market. Tik Tok participated in NewFronts, an annual show of outlets and online broadcasters. A recent study by Kantar found that the number of consumers exposed to ads on TikTok nearly doubled from 19% in 2020 to 37% last year.

One of Sony’s primary calls to work on TikTok as well as other media platforms has been to go and see Spider Man In a movie theater, where it gives an exclusive show in the first few weeks of its release. “It was woven into everything we did,” Godsick said.

Even at lower stratospheric levels in No Way Home, the “entertainment episode” described in the new TikTok report could be a sign of hope for movie theaters struggling with the pandemic. In the company’s formulation, users who discover new content on TikTok watch on TV and in theaters and then return to TikTok, where they co-create what they just watched. This co-created content is then widely shared. The company says the episode represents a “tremendous opportunity for entertainment marketers to engage audiences on an incredible scale”.

In a July 2021 survey of active TikTok users aged 18 and over, 41% said when they discover a new movie on the platform, they look for a theater where they can watch it. This represents more than 28% of those who said they are looking for a streaming service where they can watch. These expressions of interest also lead to conversions, with 26% of respondents saying they buy tickets as soon as they lock in a movie they want to watch.

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