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Fans Co-Create Entertainment: Marketers Embrace TikTok
18 Sep
Summary
- Marketers now invite fan co-creation, especially on TikTok.
- Authenticity thrives when fans express their passion for media.
- Engaging content, not ad length, captures young audiences.
The marketing playbook for entertainment has been reshaped by AI and social media, moving towards embracing fan co-creation. This evolution was a central theme at Variety's Entertainment and Technology Summit. Marketers, once protective of their campaigns, now encourage fan interpretations, particularly on platforms like TikTok.
TikTok sees over 12 million daily TV and film posts from users, highlighting a culture of co-creation. Lionsgate even hires young fans to produce their TikTok content, recognizing the authenticity of their passionate creations. This participatory approach extends to other platforms where fans seek inspiration for real-world experiences.
Experts suggest that brands winning in the future will add genuine value to consumers' lives, building human connections beyond mere attention. This involves creating ecosystems of experiences rather than just broadcasting messages. Marketers must understand that audiences, including Gen Z, are not a monolith and respond to quality, long-form content if it's compelling.
Ultimately, the pressure is on marketers to be as creative as fans, developing layered journeys that allow audiences to engage with entertainment on their own terms. This requires meeting fans where they are and fostering meaningful connections that go beyond superficial metrics.
