EXCLUSIVE: TikTok’s grip on young audiences is a well-established fact, but the social network has just released a new report detailing how that defining trait has made it increasingly attrac…
EVP of global partnerships and brand management, said TikTok has a “tremendous audience, but it’s more than that. They have an audience that wants to absorb things through content, and that works for us because that’s what we do. We make content.”, the studio looked to make good on a core principle outlined by Godsick: “In order to be authentic, you have to come in as a creator, not as an advertiser.
While the company has not revealed ad revenue figures, its ambitions are clearly to stand shoulder to shoulder with other digital outlets in a booming ad market. Tik Tok has taken part in the NewFronts, an annual showcase for online outlets and streamers. A recent Kantar study found that the number of consumers exposed to ads on TikTok nearly doubled from 19% in 2020 to 37% last year.Spider-Man
in a movie theater, where it has an exclusive run for its first few weeks of release. “That was woven into everything we did,” Godsick said. Even at levels below the stratospheric level of No Way Home, the “entertainment loop” described in TikTok’s new report could be a hopeful sign for pandemic-battered movie theaters. In the company’s formulation, users who discover new content on TikTok watch it on TV and in theaters and then come back to TikTok, where they co-create about what they’ve just watched. That co-created content is then widely shared.
In a July 2021 survey of active TikTok users aged 18 and older, 41% said when they discover a new movie on the platform, they look up a theater where they can see it. That’s more than the 28% who said they look up a streaming service where they can watch it. Those expressions of interest also result in conversions, with 26% of respondents saying they buy tickets once they lock in on a movie they want to see.
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