TikTok has unveiled a new study that reveals the power of the social app to push awareness of movies just released and nudge users into theaters and movie houses.
According to in-app engagement data, the report examines how TikTok users engage with film content, and how filmmakers and distributors can leverage the app to amplify their promotions.
Based on in-app engagement data, the report examines how TikTok users engage with film content, and how filmmakers and distributors can leverage the app to amplify their promotions.
The report says:
"TikTok is both a destination for cinephiles to flock together and binge about their latest love and also a dynamic discovery platform that inspires audiences to make their way into a cinema as well. Indeed, nearly half of users –47%– report discovering a new film with a theatrical run on TikTok.". And finding a new film on the app leaves TikTok users with the motivation to take action, such as buying a ticket for 36%, and this has never been easier due to built-in product features like Spotlight.
With Spotlight, the entertainment publishers' and film studios' feature, TikTok allows them to get more direct links to purchase in front of interested TikTok users. What TikTok does is add an in-app dedicated landing page for films.
And with these discoveries, it could be an excellent chance for both direct movie marketing and cross-overs.
TikTok Data:
1 in 3 moviegoers on TikTok claims that the app was the influencer that prompted them to see a film when they visited the theater
62% of moviegoers on TikTok says that seeing a trailer made them want to go to the movies
39% of moviegoers on TikTok claim that trends or in-app challenges influenced their decision to go to the cinema
One in three (34%) TikTok filmgoers claim that TikTok was the source that led them to view a new movie on stream
TikTok also says that in-app campaigns impact across genres:
"Paid campaigns on TikTok have proven their effectiveness in promoting interest in a visit to the cinema in all genres: +2.3% for Animation, +0.9% for Action, +1.8% for Horror, +1.0% for Comedy, +3.2% for Romance."
As stated in the research paper, campaigns on TikTok may also serve to support extended interest in new release films:
While 77% of TikTok moviegoers like 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."
Recent releases "Barbie" and "Saltburn" saw extended life based on campaigns and buzz in the app, according to TikTok.
I would think that has something to do with the movies themselves and their appeal to the TikTok audience. Something like "Madame Web", I could hardly see sticking around, but even so, this could be another reason to include your promotional push.
And one other general note from this study:
"Study findings indicate that if TikTok trends are shown in the first three seconds of an ad, it hooks viewers' attention 1.5 times longer than those without them."
Getting on the trend train can help you catch audience interest and therefore make your campaign more resonant, not only for cinema advertisements but also for any product.
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.
Perhaps something to consider including in your promotions.