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If memory serves me right, I think we’ve briefly touched upon how huge TikTok is right now. Just kidding, we’ve been shouting it from the rooftops! The creative and marketing techniques the platform offers is like none other in the social media sphere, skyrocketing audience awareness regarding brand and product discovery.

But today, we’re taking a different angle and delving into the realm of small and large, the mini and massive. TikTok doesn’t solely catalyse engagement in products; it also heightens the reach of film releases and movie mania. And with the return of cinema right on the doorstep, it’s time you get acquainted with TikTok’s film ad space posthaste! 

Looper 

TikTok itself puts how the platform works best in its blog

“TikTok is entertainment that connects. We like to think of this as “community-generated entertainment.”

Content creation on TikTok is unique. It tells a story by putting users at the centre and allowing individual personalities to flow through their videos, especially when it comes to film. From reacting to recreating, theorising and parody – the possibilities users have to preach their passion for film has a potential view reach of 88 billion (but that figure’s probably already started to climb, so don’t be surprised if you’re seeing even better results).

Also, the creative strength of a user’s video alone means that even if audiences are unaware of references related to a film, it can still be successful. For all you movie marketers, the extra step in content creation is making sure the audience knows you’re promoting your film without your video feeling unnatural on the platform.    

Like all content on TikTok, community-generated entertainment (CGE) surrounding film loops and loops and loops and – you get it. If it’s a brand new campaign or spliced clips from a trailer, you need to keep it snappy and engaging throughout. Keep your audience on tenterhooks, wondering what’s going to happen. 

Luckily for advertisers, TikTok knows all about making it big on the platform and even provides a range of editing tools and techniques to dig through. Short, sweet and on repeat – that’s the motto we keep to on our TikTok page; we recommend you do too! 

With 52% of TikTokers discovering something new and 69% co-creating, there’s no doubt TikTok amplifies ideas and stories into an endless loop of virality. So get creating, snipping and hashtagging! 


Get me pictures of Spider-Man!  

We see the stats; now we need to spice up the stories – but who do we turn to for inspiration? Not all heroes wear capes, some sport spandex. Now being the top sixth highest-grossing movie of all time, Spiderman: No Way Home swung into the TikTok realm to show us how great campaigns can web in a big audience. 

Out of all of Spider-Man’s nemeses, The Daily Bugle still stands tall. Once a print-based newspaper, Sony decided to take the Bugle to TikTok with a more recognisable video-based format for its audience.   

The Bugle’s TikTok account is set within the Marvel Cinematic Universe, acting as a link between the real and fictional. Its posts vary from interviews with Peter Parker to the legend himself, J. Jonah Jameson, ‘calmy’ calling out Spider-Man. 

Though the return of J.K. Simmons was enough to hook us in, the content itself is not only in-line with the franchise’s tone; it also feels naturally integrated into TikTok’s formatting. Additionally, Sony went one step further and provided users with a link to the backdrop used in the videos, allowing the audience to create their own news stories – leading to even more CGE. 

The campaign clearly resonated with users, as the page totals 1.4 million followers and is gaining up to 6 million views for some of its content. Though there’s likely a lot of production value behind it (it’s Sony, Disney and Marvel we’re talking about), this campaign highlights how you don’t have to go ‘big’ to bring in an audience. 

        

Boo!

So what tactics can we apply to our TikTok campaigns if we can’t splash the cash and get hold of an Oscar-winning actor? One answer could be through Augmented Reality Games! 

ARGs are interactive narratives used across online platforms to create a unique story that ties into the movie’s world. They are a fantastic way to spark discussion around a brand or film whilst also being a distinct piece of content itself.

Creating immersive, online experiences for users is nothing new – 2008’s Cloverfield took the internet by storm with its fake websites and hand-held footage being difficult to debunk back in the old days of web-browsing. However, with the rise of social media in the last few years, you don’t need a domain to create an ARG, just a really engaging story.

Paramount Pictures marketing team got socially spooky as Ghost Face returned for the latest instalment in the Scream franchise. Through TikTok, they created the account (and person) @TooBrAshSarah, who appeared to be an average teenager living in the fictional town of Woodsboro. 

However, as the posts continued, things got a bit darker, with ghostly images appearing in the back of her videos; and a final post implying Sarah never made it to her friend’s party… 

Though it didn’t bring in those massive Marvel numbers, the account has attained over 30 thousand likes and got both old and new fans of horror excited for the next chapter in the Scream brand.

The key takeaway here is that you don’t need extravagant set pieces or a big budget to engage users – you need to be creatively distinct. It’s not about making ‘ads’; it’s about making a piece of media that holds up on its own. We have a whole blog on how to make TikToks that stand out, which you can read here!    
 

Stay Tuned!      

TikTok isn’t going anywhere anytime soon. If anything, it’s shown us time and time again how important it is for the future of paid media and marketing in general. It’s no longer an option but a necessity for entertainment marketers. 

We’re firm believers of experimental creative, and as new platforms develop as a space to advertise naturally, our interest to get even weirder with it increases. 

We want to see all you filmmakers out there putting passion into your social media campaigns! We’d also like to share with you our Bite-Size session all about triumphantly owning the TikTok realm (popcorn sadly not included) – click here for the tips.  

Until our next movie outing, if you’d like advice in giving your creative campaign the spotlight it deserves; or want further advice on social media strategies – get in touch with our team of experts now. 

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