Andrew Hutchinson
Source: www.socialmediatoday.com, September 2024
TikTok has published a new study which highlights its capacity to help increase awareness of new release movies, and influence users to watch films at the cinema.
Based on on-platform engagement data, the report looks at how TikTok users engage with film content, and how filmmakers and distributors can utilize the app to maximize their promotional efforts.
As per the report:
“TikTok isn’t just a hub where cinephiles gather to rave about their favorite flicks; it’s a dynamic source of discovery, ultimately inspiring audiences to make a beeline for the box office. New research has found that 47% of users say that they have discovered a new movie coming to theaters on TikTok. And after discovering a new movie on the platform, TikTok users are inspired to take action, including purchasing a ticket (36%), which is easier than ever thanks to built-in product features like Spotlight.”
TikTok’s Spotlight option enables entertainment publishers and movie studios to get more direct purchase links in front of interested TikTok users, by adding a dedicated landing page for films in the app.
And based on these insights, it may well be worth considering for both direct film promotions and tie-ins.
According to TikTok’s data:
- 1 in 3 moviegoers on TikTok say that the app was the source that led them to watch a new movie in theaters
- 62% of TikTok moviegoers say that seeing a trailer influenced their decision to go to the theater
- 39% of TikTok moviegoers say trends or in-app challenges influenced their decision to go to the theater
- More than 1 in 3 (34%) TikTok moviegoers say that TikTok was the source that led them to watch a new movie on streaming
TikTok also says that in-app campaigns have an impact across genres:
“Paid campaigns on TikTok have proven success at boosting interest to go see films across genres: +2.3% for Animation, +0.9% for Action, +1.8% for Horror, +1.0% for Comedy, +3.2% for Romance.”
The report also suggests that TikTok campaigns can help to extend interest in new release films:
“While 77% of of TikTok moviegoers prefer to see movies within 2 weeks of release, campaign flighting should be maintained beyond opening week to reach the additional 18% who wait 3-4 weeks.”
TikTok says that recent releases “Barbie” and “Saltburn” saw extended life based on campaigns and buzz in the app.
Presumably, that also has something to do with the films themselves, and their appeal to TikTok’s audience. I can’t imagine something like “Madame Web”, for example, seeing the same staying power, but even so, it could be another consideration for your promotional push.
And one other general note from the study:
“Research shows that ads featuring TikTok trends in the first few seconds are 1.5x more likely to hook attention and keep viewers watching.”
Incorporating trends can help you tap into audience interest, which will enhance the resonance of your campaign, not just for film promotions, but for all products.
These are some interesting notes, and while film promotion in itself is a niche area, the data here also points to opportunities for related campaigns and tie-ins, and the power of TikTok for driving trends.
Maybe worth considering for your promotions.
You can read TikTok’s full movie marketing overview here.
