TikTok is perfect for entertainment brands. It’s the ideal platform to share behind the scenes clips, hype upcoming shows or games, have fun with content, and generally show your brand’s personality in a way that people can relate to.
Our third post in our ‘brands on TikTok’ series looks at four ways entertainment brands on TikTok are creating brilliant and engaging content.
Entertainment brands on TikTok promote shows and build hype
The biggest brands in film and TV are using TikTok to promote their shows and movies, building hype for new titles months ahead of their release date.
More than 600,000 people watched Disney’s clip from its #StarWarsCelebration live event, which simply showed Hayden Christensen and Ewan Mcgregor walking on to the event stage to promote Disney’s latest Star Wars show – Obi-Wan Kenobi.
Shows like Saturday Night Live build anticipation by posting host reveals (a recent one featuring Selena Gomez and Post Malone received almost 10.5 million views).
Teaser trailers work brilliantly on TikTok, too. Netflix posts clips and cast footage for shows from the latest series of Stranger Things, while HBO is already hyping its audience up for Game of Thrones prequel House of the Dragon. Both of these have thriving communities on TikTok already, and the brands do a great job of tapping into these communities.
Nostalgia and humour
Nostalgia and humour are huge on TikTok.
Kid’s TV channel, Nickelodeon, uses throwback clips to remind followers of things that happened in previous series of shows. It tags these videos to TikTok communities that might find them interesting – broadening its audience.
Then there’s movie studio Lionsgate, which loves creating funny TikToks from its older movies like Twilight and The Hunger Games. These get millions of views and a lot of engagement as people share their joy for these franchises (and laugh about the various memes that originated from them).
The key here is tapping into the shared narrative of fan communities. Nostalgia brings people together to talk about shared experiences and joy.
(In a recent post, we explored how brands can use nostalgia in their social media marketing: How brands can use nostalgia in marketing to create inspiring content.)
Look behind the scenes
Behind-the-scenes footage draws people into a favourite show or game, giving fans social currency.
Brands might show snippets of character designs in development, like Marvel did recently with Moon Knight, for example. Or they might share glimpses of behind-the-scenes footage, in the way video game developer, Bethesda did, using TikTok to show voice actors in the recording studio).
Entertainment brands on TikTok start conversations with a question
Questions – asked in the right way – can be a great way to draw people into content, and gaming brands do this really well.
Xbox asked its TikTok followers what video game character they would be if they could be one for 24 hours. The post got more than 107,000 likes and 2839 replies.
Game developer, Bethesda, did a similar thing when it asked its followers to name their favourite Skyrim easter egg.
This is a great way of encouraging people to share experiences and discuss differences.
For more information and inspiration, see our series on how brands can stand out on TikTok.