TikTok has released a new study highlighting its ability to raise awareness of new release movies and persuade people to watch them in the theater.
Based on on-platform interaction statistics, the paper examines how TikTok users interact with film content, as well as how filmmakers and distributors may use the app to maximize promotional efforts.
According to the report:
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“TikTok is more than simply a place for cinephiles to talk about their favorite movies; it’s also a dynamic source of discovery, driving people to rush to the theaters. According to new data, 47% of TikTok users claim to have discovered a new movie coming to theaters. And after discovering a new movie on the platform, TikTok users are motivated to take action, like purchasing a ticket (36%), which is now easier than ever owing to built-in product features like Spotlight.”
TikTok Film Report
TikTok’s Spotlight feature allows entertainment publishers and movie studios to place more direct purchase links in front of interested TikTok users by creating a dedicated landing page for films within the app.
And, based on these findings, it may be worth exploring for both direct film promotions and tie-ins.
According to TikTok data:
One-third of TikTok moviegoers say the app encouraged them to watch a new movie in theaters.
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62% of TikTok moviegoers report that seeing a trailer influenced their decision to go to the theater.
39% of TikTok moviegoers claim that trends or in-app challenges influenced their decision to go to the theater.
More than one-third (34%) of TikTok moviegoers claim that TikTok was the source that drove them to see a new movie on streaming.
TikTok claims that in-app advertisements 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.”
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According to the survey, TikTok promotions can help to increase 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 claims that recent releases “Barbie” and “Saltburn” have seen longer lives due to app advertising and buzz.
Presumably, this has something to do with the films themselves, and their attraction to TikTok users. I can’t image anything like “Madame Web” having the same staying power, but it could be another option for your promotional campaign.
And one more 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 will help you tap into audience interest, increasing the resonance of your campaign, not just for film promotions but for all products.
These are some intriguing findings, and while film promotion is a niche sector, the data here indicates to prospects for related campaigns and tie-ins, as well as TikTok’s power to drive trends.
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