TikTok has had a significant impact on the media consumption habits of Gen Z, influencing not only how they communicate with friends, but expanding media into an online platform where users can become part of communities in relation to their favourite films and shows.
Those of us who have TikTok have probably found our new favourite show or film from the site. Whether it’s through a recommendation video, a short clip, a brand collaboration or going down a rabbit hole of edits about characters or actors who play a love interest, we rely on the site to tell us the next big thing.
With the latest announcement of TV shows and stars in contention for 2024’s Emmy awards, we expect to audiences flood to Tiktok in search of information and edits around the relevant shows and actors during the build up to the awards.
Take the new bridgerton series release. With a long and anticipated wait to see some of our favourite characters back on screen, we see fan edits of the show long before the release, fan theories, commentary, reaction videos and sketches, in addition to Bridgerton inspired makeup videos, brand collaborations such as KIKO Milano and Primark.
Bridgerton season 3 star Nicola Coughlan’s brand partnership with Skims not only sparked massive TikTok interest, but also saw a wider movement for mid size women across social media feeling empowered. This shows then emotional nature of film and TV connecting to TikTok – meaning that people relate to the characters on screen, and sometimes yearn to be a part of their world, making actors and more importantly the character that they play a great way to connect with audiences.
We see the expansion of movie and TV fandoms on TikTok, creating vital safe communities for users to become fully encompassed in the world they see on screen. With actors even taking to Tiktok in character, breaking the third wall if you will to participate in Tiktok trends, as well as showing behind the scenes videos from the cast themselves, in a way of communicating with their community.
So in addition to the pre-release of media, the after effects on TikTok have just as big an impact. The release of Saltburn has those who haven’t even watched the film feeling like they have. The overwhelming number of movie clips, reaction videos and edits of Jacob Elodori dancing, saw the rise in the charts of the 2001 song ‘Murder on the Dance Floor’ by Sophie Ellis Bextor, as it became viral on TikTok as a result of the character that dances to it.
Characters can sell and endorse products. In the TV series Outlander, Sam Heughan portrays Jamie Fraser, a Scottish Highlander from the 18th century. Jamie often refers to his love interest, Claire Randall, as “Sassenach,” a Gaelic term meaning “an English person” or “outsider.” This term has become a beloved aspect of their relationship in the series, the name is being used here to promote a product, related to the character he plays, a whiskey named after his beloved.
Overall, whether you’ve been influenced to watch your now favourite show or film through the app, seeked fan theories or bought products that bring your beloved creators and media together – the impact that we’re seeing on the platform is huge and the power of it and it’s creators should not be negated.
Brand partnerships facilitated by MN2s:
1) MOVIE STAR DAVID HASSELHOFF HAS BEEN TEAMED UP WITH PLANETPLAY
David Hasselhoff has partnered with Planet Play for Make Green Tuesday Moves, a campaign promoting environmental sustainability in gaming. Hasselhoff states
“I’ve been on some amazing film sets, but my favourite set of all? Planet earth”
Make Green Tuesday Moves aims to empower video game enthusiasts to make an impact in the battle against climate change; as part of the campaign, participating games will launch limited-edition green in-game items, with proceeds from the Hoff-branded content invested into sustainability projects.
2) STRANGER THINGS’ SHANNON PURSER TEAMED UP WITH MCCAIN BY MN2S.
American actress Shannon Purser partnered with McCain Foods for a campaign that references her iconic performance in Netflix television show Stranger Things. Shannon helped McCain raise awareness around their effort to promote regenerative agriculture.
“McCain heard you wanted to #Bringbackbarb, so I’m back to tell you something important!,” Shannon wrote. “Earth loses acres of healthy soil to erosion every second, so McCain is changing the way it grows potatoes, using regenerative agriculture to bring healthy soil back to our planet. Because together, we can bring back anything. Even me!”.
TikTok is redefining the way Gen Z consumes TV shows and movies by providing a platform for short-form content, influencing discovery through its algorithm, fostering community engagement, and offering innovative marketing opportunities for brands working with actors and the characters they portray. MN2S has extensive experience in partnering high-profile talent with brands allowing you to grow your influence and audience. Book a call with an agent here.