Variety and TikTokBusiness’ Culture Catalysts Dinner brought together TikTok creators and top entertainment marketers to explore how to effectively harness the power of the platform and reach the Gen Z audience. Watch the recap below.
can add jet fuel to entertainment marketers’ messages — but they have to learn how to speak the language of the platform to effectively harness the creativity of its creators.Dinner, held in West Hollywood on Sept. 20.
Khartoon Weiss, TikTok’s global head of agency and accounts, noted that videos with the #TopGunMode hashtag on TikTok have more than 13 billion views — exceeding the Earth’s population. “That is massive,” she said. “That is fandom at its finest. That is literally repeat usage behavior, watching, engagement.”
For Netflix’s “The Gray Man,” starring Ryan Gosling and Chris Evans, the company enlisted the action film’s directors — the Russo brothers — for a behind-the-scenes series on TikTok, aimed at the #filmtok community on the app. The goal was “to harness the love that exists within the film community for the Russo brothers,” Helfgot explained.
TikTok’s Weiss said part of her team’s job is to educate marketers on how best to engage the community. “We talk about it by way of assets, not ads,” she said. “So if you think about assets not ads — a sound, a color, a character, a separate ending — all of a sudden you have multiple ways to actually bring your stories to life.”
Earlier in the evening, a trio of entertainment-focused TikTok creators — Daphne Le , Emily Uribe and David Ma — spoke about how to they approach content creation, fan engagement and brand deals on the platform, in a discussion moderated by Adrienne Lahens, TikTok’s global head of operations for creator marketing solutions.
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