Helfgot borrowed the phrase “sprinkle chaos” from his colleague Kelli King, who heads TikTok strategy for Netflix, to describe the streamer’s approach to the short-form video app. The goal was “to harness the love that exists within the film community for the Russo brothers,” Helfgot explained. Jonathan Helfgot, Netflix’s VP of film marketing, said the what the streamer sees with TikTok, probably more than with any platform ever, “is the necessity to show up as a fan first - and as a marketer second.” With TikTok users, “it’s a little bit more leaning in, rather than just, ‘I’m going to lean back and let this advertising talk to me.'” I think they want a little bit more engagement and a little bit more personality.”įor Netflix’s “The Gray Man,” starring Ryan Gosling and Chris Evans, the company enlisted the action film’s directors - the Russo brothers - for a behind-the-scenes series on TikTok, aimed at the #filmtok community on the app. It’s changing the way that we’re working with creators… I feel like we’re constantly on the platform to see how people are expressing themselves.” “I think it’s changing the way that we’re cutting creative. “But I do think we’ve seen a pretty seismic shift with the proliferation of TikTok over the last couple of years,” she noted.
That is literally repeat usage behavior, watching, engagement.”įilm marketing is constantly evolving, especially in the digital realm, said De Palma. Khartoon Weiss, TikTok’s global head of agency and accounts, noted that videos with the #TopGunMode hashtag on TikTok have more than 13 billion views - exceeding the Earth’s population. “And of course the incredible aerial action and Tom Cruise was always at the top in what was most compelling, but what we really saw was that younger people wanted to see themselves on screen, and they wanted to see more of the new recruits.” “At every major marketing beat … it was really listening and learning to what that younger audience wanted from the film,” she said.
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