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Speaker 1: Welcome to another episode of Strictly Business, the podcast in

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Speaker 1: which we speak with some of the brightest minds working

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Speaker 1: in the media business today. I'm Andrew Wallenstein with Variety.

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Speaker 1: There's no single reason anyone can attribute to the incredible

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Speaker 1: run Barbie enjoyed at the box office this summer, but

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Speaker 1: one factor at play driving interest in the movie seems

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Speaker 1: to consistently explain the success of a lot of pop

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Speaker 1: cultural phenomena these days. Going viral on TikTok so to

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Speaker 1: shed light on how the social platform packs a promotional

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Speaker 1: punch for movies, TV shows, music and more. We've got

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Speaker 1: Raya Davidson, TikTok's US head of Media and Entertainment, and

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Speaker 1: Catherine Halliby, head of Entertainment for North America on this

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Speaker 1: week's episode. Stick Around will be with them right after

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Speaker 1: the break, and we are back with Raya Davidson and

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Speaker 1: Katherine Halliby from TikTok. Before we dive into the bar

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Speaker 1: v at all with you, guys, let's find out a

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Speaker 1: little more about what you both do at TikTok. You

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Speaker 1: have similar but not identical titles, so I'm guessing there's

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Speaker 1: some differences we should take note of.

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Speaker 2: Hi, Andrew, Nice to meet you. My name is Raya Davidson,

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Speaker 2: and I am the Vertical director leading the US Media

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Speaker 2: and Entertainment Enterprise sales team at TikTok. Think of my

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Speaker 2: team as partnering with studios to ensure their paid media

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Speaker 2: has the biggest impact both on and off the platform.

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Speaker 3: I'm Katherine Halloby and I am the North America Head

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Speaker 3: of Entertainment, which just sounds very similar. But what that

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Speaker 3: means here at TikTok is my team work with media partners, creators,

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Speaker 3: and public figures to help them grow audiences on our

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Speaker 3: platform with organic content.

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Speaker 1: And so my guess is the two of you need

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Speaker 1: to do a fair amount of coordinating considering I think

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Speaker 1: there's some overlap there.

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Speaker 4: Yeah, it's like two halves of the coin.

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Speaker 3: There's your paid plan, there's your organic presence, and they

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Speaker 3: should be working together to drive your success.

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Speaker 5: Got it?

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Speaker 1: Okay? Well that said, let's dig back into Barbie and

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Speaker 1: put the success of this movie in context. I mean,

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Speaker 1: was this, first of all, some kind of record in

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Speaker 1: terms of the stats that one movie has enjoyed on

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Speaker 1: the TikTok platform.

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Speaker 3: Barbie, This is Catherine, and Barbie has really been a

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Speaker 3: phenomenon on TikTok's It's kind of the perfect marriage. I

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Speaker 3: think of a movie campaign that spawned a million trends

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Speaker 3: and a platform where trends tend to begin and really

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Speaker 3: perpetuate outward from there. We know TikTok plays a big

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Speaker 3: role in driving culture. Generally, lots of trends across categories start.

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Speaker 4: Here, and that was so true of Barbie.

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Speaker 3: I think what was especially significant about Barbie on our

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Speaker 3: platform was just how incredibly varied how it showed up

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Speaker 3: was essentially which is all driven by our community. But

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Speaker 3: I saw Barbie content about you know, what you would

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Speaker 3: expect right the movie, anticipating the film, reviews of the film,

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Speaker 3: but also everything inspired by the universe of the film, fashion, food,

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Speaker 3: you know, weekend activities, home decor. There's just kind of

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Speaker 3: no corner of TikTok that you can't find some element

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Speaker 3: of Barbie showing up. But I think that that speaks

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Speaker 3: to the tremendous success the film overall.

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Speaker 1: And from a data perspective, though, was there like new

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Speaker 1: record set in terms of how a Hollywood property has

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Speaker 1: trended or performed on TikTok.

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Speaker 3: It's hard to say because you're just always comparing apples

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Speaker 3: and oranges, especially with a property like Barbie that has

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Speaker 3: lots of underlying and pre existing IP, whether it's from

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Speaker 3: the animated series, The.

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Speaker 4: Doll, et cetera.

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Speaker 3: I can tell you that Barbie as a hashtag has

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Speaker 3: over nearly eighty billion views and one point for a

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Speaker 3: million followers on the handle Barbie the movie, and those

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Speaker 3: are some really big numbers.

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Speaker 1: Got it?

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Speaker 5: Got it?

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Speaker 1: So raa with you and Warner Brothers. My guess is

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Speaker 1: Warner Brothers, of course, being the one who produced Barbie,

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Speaker 1: the conversations about what they could do on TikTok probably

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Speaker 1: started long before the movie hit theaters.

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Speaker 5: That is very very true.

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Speaker 2: So I mean, like every other partner, we are recommending

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Speaker 2: that studios like Warner Bros. Brings TikTok into the process

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Speaker 2: as early as possible to enable TikTok to just be

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Speaker 2: the most effective and strategic partner that we can be.

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Speaker 2: You know, certainly, we understand that a specific film's positioning

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Speaker 2: can sometimes be fluid and may.

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Speaker 5: Not always be clear at the outside, but for sure

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Speaker 5: a best practice is bringing TikTok in. The earlier is

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Speaker 5: the better, and for Warner Bros. And Barbie the movie specifically,

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Speaker 5: they did bring us into the conversation very very early,

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Speaker 5: and we certainly saw that early enthusiasm for those very

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Speaker 5: first Barbie images and activations on platform, and that just

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Speaker 5: garnered such excitement which was a definite momentum builder many

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Speaker 5: months before the film hit theaters in July.

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Speaker 1: Because I think back, Catherine to how you described it,

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Speaker 1: and correct me if I'm wrong. In terms of the

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Speaker 1: campaign spawning the trends? Was that I mean, because I

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Speaker 1: would imagine times as it not necessarily the case the

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Speaker 1: trends for anything in pop culture could emanate from nowhere,

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Speaker 1: not necessarily be from a campaign. Was that exactly kind

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Speaker 1: of what happened here.

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Speaker 4: Yeah, It's so hard to.

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Speaker 3: Really tease that all the way out, because again, Barbie

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Speaker 3: is an idea that predates, you know, all of our

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Speaker 3: lifetime and certainly even the TikTok platform. And I think,

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Speaker 3: you know, for me, as a consumer and a user

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Speaker 3: of TikTok, I first saw it pop when the character

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Speaker 3: posters came out, which you know, of course, was part

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Speaker 3: of Warner's campaign releasing these sort of first looks at

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Speaker 3: doctor Barbie, President Barbie, et cetera. And we really saw

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Speaker 3: the community embrace that and create their own versions of

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Speaker 3: you know, this is me as Barbie. This is me

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Speaker 3: essentially recreating the look of that character portrait to make

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Speaker 3: my own self expression in their content. And so I

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Speaker 3: think that is a very clear thing to attribute to

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Speaker 3: Warner Brothers. At the same time, we saw certain trending

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Speaker 3: sounds that had been trends on the platform from years before,

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Speaker 3: like to this from, which I think is a clip

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Speaker 3: from Barbie the animated series from a decade ago, and

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Speaker 3: that was a trending sound on TikTok years ago and

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Speaker 3: then came back as a result of a sort of

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Speaker 3: chatter and the anticipation of Barbie the movie.

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Speaker 1: Sure and Raa. When you were talking to Warner Brothers

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Speaker 1: about this and what you wanted to do, there was

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Speaker 1: there a sense of just how big this could be.

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Speaker 1: Was there something about this movie that you were able

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Speaker 1: to sell them on by saying, like, look, this is

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Speaker 1: made for TikTok.

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Speaker 2: Well, I mean, first and foremost, I'd say it's super

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Speaker 2: important that we pay homage to the Warner Brothers marketing team.

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Speaker 2: I mean, they are the masterminds behind the success of

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Speaker 2: the film both on and off platform, and the marketing

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Speaker 2: they did to promote the Barbie movie was just simply brilliant.

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Speaker 2: I mean, Barbie was and still is everywhere. Certainly, my

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Speaker 2: for you page is still filled with Barbie content and

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Speaker 2: I'm here for it. And I think, without speaking to specifics,

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Speaker 2: what I can say about our conversations with Warner Brothers

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Speaker 2: is that we know that TikTok played a massive role

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Speaker 2: in drumming up excitement for the film and driving.

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Speaker 4: People to theaters.

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Speaker 2: So I think part of that definitely had to do

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Speaker 2: with the very early partnership. I'm thinking back to April,

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Speaker 2: four months before the film hit theaters, when Warner Bros.

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Speaker 2: First launched their teaser video on TikTok. It received over

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Speaker 2: twenty seven million views and over two point seven million likes.

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Speaker 2: And that's some pretty big numbers for a film that

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Speaker 2: doesn't launch until four months later.

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Speaker 1: And so does it change the kind of conversations you're

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Speaker 1: having with studios now for other kinds of movies that

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Speaker 1: we're going to see in the coming months, or you know,

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Speaker 1: do other studios say, I love what Warner Brothers did

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Speaker 1: on your platform with Barbie, how do we do this?

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Speaker 1: And that I'm just curious if it's been a changer.

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Speaker 3: This is Catherine, I'll jump in. I mean, I think

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Speaker 3: people are going to be saying that about Barbie for years.

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Speaker 3: I think they've really that, you know, set a new

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Speaker 3: standard for what a kind of impact you can really

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Speaker 3: drive around a film to really become a cultural moment.

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Speaker 1: Got it. But also it's sort of like, is you

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Speaker 1: know you used that word earlier, you know, attributable And

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Speaker 1: it's like, well, is TikTok really the driver here or

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Speaker 1: is it really more of a reflection of what else

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Speaker 1: is just going on in the culture, And with or

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Speaker 1: without TikTok, Barbie was going to be big? How do

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Speaker 1: you know it's the platform at play I've stopped you.

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Speaker 4: I mean, I would not want to take credit, right

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Speaker 4: I would.

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Speaker 3: No one platform can take credit for this kind of phenomenon.

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Speaker 3: But I think to what Rao was saying earlier, starting

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Speaker 3: early is so important, and that was certainly something that

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Speaker 3: Warner did with this title on our platform, and I

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Speaker 3: think one of the key elements of its success, and

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Speaker 3: again something that made it especially a fit for a

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Speaker 3: platform like ours, was how long until that campaign really

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Speaker 3: gave any details about the plot about what kind of.

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Speaker 4: Film we were all in store for and essentially allowed

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Speaker 4: the audience to use their own imaginations and spend months

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Speaker 4: anticipating a film through their own imaginations, which of course

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Speaker 4: is deeply tied to the underlining experience of playing.

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Speaker 3: With the doll and kind of spoke to that nostalgia,

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Speaker 3: but also is really a fit for TikTok because co

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Speaker 3: creation and being inspired by one person's idea and taking

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Speaker 3: a little bit further and essentially using your imagination with

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Speaker 3: our tools is kind of the fundamentals of this platform,

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Speaker 3: whether it's responding to a trend, using a feature like

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Speaker 3: duet or stitch to build on another person's content, and

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Speaker 3: of course the trending sounds and the music on our

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Speaker 3: platform all kind of feed that behavior, and I think

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Speaker 3: it was a really powerful part of what made this

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Speaker 3: movie really break out.

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Speaker 1: And so Raya, when you're talking to other studios, I mean,

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Speaker 1: obviously TikTok is not the only game in town when

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Speaker 1: it comes to digital platforms, and some of those other

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Speaker 1: games we shall remain nameless on this podcast, of course,

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Speaker 1: but they've been around a lot longer, and so Mike,

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Speaker 1: I'm curious, what is it that you use in terms

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Speaker 1: of like, Hey, all of these other platforms are fine,

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Speaker 1: but this is why you've got to be on TikTok.

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Speaker 1: Is it about a particular demo that's there, particular sensibility?

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Speaker 1: What are you selling them on?

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Speaker 2: Yeah, I'm happy to answer that. So when we're talking

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Speaker 2: with movie studios in advance of launching a new film

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Speaker 2: on TikTok, I think one of there's just three big

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Speaker 2: differentiators or advantages we encourage studios to take advantage of.

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Speaker 2: The first being that TikTok truly is entertainment. We don't

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Speaker 2: see ourselves as a social platform. You know, we are

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Speaker 2: a content graph. We are true entertainment platform. And whereas

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Speaker 2: you check other platforms, you watch TikTok, and in fact,

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Speaker 2: TikTok's global community is consuming over a movie length of

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Speaker 2: time on the platform each and every day, so we

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Speaker 2: just have such an engaged, immersed audience. The second thing

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Speaker 2: that's the best practice to take advantage of for entertainment

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Speaker 2: marketers is the fact that TikTok is a full screen

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Speaker 2: audio on platform. So the benefit there is that when

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Speaker 2: you're on TikTok, you are fully immersed in the experience.

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Speaker 4: There is no way that you could be multitasking.

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Speaker 2: And that lends itself to being very complementary to showing

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Speaker 2: Hollywood content in an engaging and a fun way. And

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Speaker 2: this just really creates a naturally symbiotic relationship between TikTok

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Speaker 2: and entertainment marketers in terms of our ability to partner

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Speaker 2: to build active, engaged and inspired fans bases. And our

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Speaker 2: recommendation is that brands can really capitalize on this by

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Speaker 2: simply being on the platform and being involved in our community.

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Speaker 2: And then, lastly, the third best practice I'd say we

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Speaker 2: recommend and talk about a lot is part of the

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Speaker 2: magic of TikTok is that it creates a uniquely engaged

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Speaker 2: ecosystem between creators, communities, and marketers in a way that

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Speaker 2: really can't be found anywhere else. So people come to

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Speaker 2: the platform and discover new movies or shows that they

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Speaker 2: want to watch, We see them then leaving the platform

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Speaker 2: to consume that content, and then they come back to

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Speaker 2: TikTok to actually co create about that shower movie and

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Speaker 2: share it with a much broader, wider audience. And like

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Speaker 2: we saw with Barbie, that really helps to fuel fandom

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Speaker 2: and often creates those cultural moments on TikTok and So Ray.

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Speaker 1: I'm also curious as a category. I know you're not

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Speaker 1: going to reveal the numbers. I'm not asking you to,

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Speaker 1: but is entertainment just a big growth area for marketing

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Speaker 1: in terms of TikTok. Obviously there's lots of different campaigns,

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Speaker 1: lots of different industries, but I'm just curious how big

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Speaker 1: a piece of all that the Hollywood world is.

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Speaker 2: Well, I can't speak to specifics, but I can say

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Speaker 2: that our entertainment marketing partners continue to be increasingly excited

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Speaker 2: about partnering with TikTok to launch whatever their newest content is,

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Speaker 2: from shows to films, even music and live events.

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Speaker 1: We're going to take a break, but be right back

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Speaker 1: with some of the leaders of marketing and promotion at TikTok,

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Speaker 1: And we are back with Ray Davidson and Catherine Halliby

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Speaker 1: of TikTok talking about what resonates on the platform, how

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Speaker 1: marketers taken advantage of it in terms of entertainment, and

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Speaker 1: so I'm curious looking ahead now you know we're coming

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Speaker 1: out of the summer, we're heading towards the fall. Are

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Speaker 1: there other titles and it could we could talk beyond film,

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Speaker 1: we could talk television, or music or anything where it's like,

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Speaker 1: this is an interesting marketing campaign to keep an eye on,

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Speaker 1: or this is an interesting trend. I feel like I

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Speaker 1: always hear about these things after they hit, and so

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Speaker 1: can you give me a sense of like, I keep

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Speaker 1: an eye on this one because it's going to get interesting.

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Speaker 3: Yeah, this is Catherine. I will take a stab at that.

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Speaker 3: I mean with, of course the caveat that these things

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Speaker 3: are nearly impossible to predict because it is based on

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Speaker 3: so many contributing factors. But this is the time of year, yes,

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Speaker 3: mid August, when I start to get excited for Halloween,

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Speaker 3: because Halloween starts happening on TikTok usually in early September,

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Speaker 3: which is great for horror titles. I think, you know,

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Speaker 3: the Exorcist is coming back, and I anticipate that that

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Speaker 3: will find an audience because Spooky season is such a

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Speaker 3: it's probably the biggest holiday on TikTok, and we've seen

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Speaker 3: that success work out particularly well years past. For the

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Speaker 3: screen franchise. We partnered with Paramount to bring the voice

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Speaker 3: of ghost Face to the app, which gave users the

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Speaker 3: ability to translate their text boxes and videos to be

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Speaker 3: read aloud by the voice of ghost Face.

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Speaker 4: It's our text to speech feature, and.

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Speaker 3: That inspired a lot of both film related content, Halloween content,

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Speaker 3: and just you know, general user creativity. So always keep

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Speaker 3: an eye on Halloween and just whether it's sort of

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Speaker 3: horror or more in the comedy category. That's certain bruced

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Speaker 3: on our platform.

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Speaker 1: You know, I probably could have guessed that Halloween and

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Speaker 1: horror would be big after seeing the recent Grimace milkshake

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Speaker 1: trend play out on TikTok and the horrifying purple drinks

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Speaker 1: that well, I'll leave it to those two have not

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Speaker 1: familiar with what I'm talking about to check it out

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Speaker 1: on the platform. I'm also wondering, Raya, is it possible

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Speaker 1: even something like Oscar season has any sort of place

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Speaker 1: on TikTok, because I would think, oh, no, this is

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Speaker 1: you know, TikTok's more for kids and for comedy and

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Speaker 1: horror Or am I wrong?

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Speaker 4: Well?

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Speaker 2: I think you are exactly right that I mean, TikTok

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Speaker 2: is a platform for everyone. We've grown to over a

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Speaker 2: billion users globally, and Oscars is certainly a place that

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Speaker 2: has an important fandom on TikTok and certainly partnering with

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Speaker 2: all of our entertainment marketing partners. There's a lot of

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Speaker 2: citement to build for your consideration campaigns a lot of times,

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Speaker 2: and so we're really excited about the Oscar season each

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Speaker 2: and every year on TikTok.

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Speaker 1: And when you mentioned globally, it also reminds me like,

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Speaker 1: of course TikTok a very global platform. Are you seeing

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Speaker 1: the ways that TikTok is able to take US based

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Speaker 1: properties and drive interest in countries where perhaps it's not

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Speaker 1: so easy to reach certain demographics and certain nationalities or whatnot.

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Speaker 1: Is does TikTok become part of being able to drive

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Speaker 1: interest truly on a global basis, which is so important

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Speaker 1: at the box office these days.

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Speaker 3: Yeah, this is Catherine absolutely. I do think that the

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Speaker 3: global nature of our platform and the way content is

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Speaker 3: distributed are really key factors for that to actually return

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Speaker 3: to Barbie. One of the ways that we've partnered with

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Speaker 3: Corner Brothers on that.

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Speaker 4: Release was on a point of interest feature.

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Speaker 3: So point of interest is essentially a location tag you

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Speaker 3: can add to your videos, and we created our first

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Speaker 3: ever fictional point of interest, which was Barbie Land aka Malibu,

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Speaker 3: And if you go to the page in app for

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Speaker 3: that location, you will see videos from all over the world,

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Speaker 3: just sort of the fun irony of that being a

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Speaker 3: fictional location. Warner was a fabulous partner and sort of

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Speaker 3: driving the awareness of that by putting it on their content.

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Speaker 3: But yeah, if you go to that page today, you'll

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Speaker 3: see videos from Brazil, You'll see videos from Indonesia. It

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Speaker 3: has really been a way to kind of see that

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Speaker 3: global snapshot of the fandom around this film and ray.

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Speaker 1: I'm also curious when it comes to TikTok's marketing power.

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Speaker 1: Is it about you know, little ad breaks that run,

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Speaker 1: you know, quick spots, or is it more about you know,

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Speaker 1: branded content creators doing things that are in the content

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Speaker 1: that that's interesting. What when you're selling a studio on

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Speaker 1: what they should do, you know, is it a little

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Speaker 1: of everything?

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Speaker 2: That's definitely correct. The answer to that question is it

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Speaker 2: is both. So creators first and foremost are an amazing

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Speaker 2: way for you know, brands just to connect with the

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Speaker 2: TikTok community. And so a lot of our entertainment marketers

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Speaker 2: will leverage branded content via creators, and we just know

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Speaker 2: that creators know better than anyone else but will resonate

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Speaker 2: with their audiences. And for example, we ran a study

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Speaker 2: with our partner Susie, and it showed that fifty four

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Speaker 2: percent of TikTok users are more likely to trust recommendations

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Speaker 2: from creators who come from similar communities, and even without creators,

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Speaker 2: the TikTok community genuinely wants to engage with brands, and

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Speaker 2: the receptiveness to branded content on TikTok is really unmatched.

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Speaker 2: We've seen unmatched ROI on our platform. For example, fifty

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Speaker 2: eight percent of our users have indicated that they are

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Speaker 2: interested in viewing more content from studios, streamers, and from networks.

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Speaker 1: Well does And so I'm I'm curious if you know,

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Speaker 1: even independent of those marketing efforts, how closely does TikTok

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Speaker 1: monitor what entertainment properties are trending on its platform?

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Speaker 5: You know?

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Speaker 1: Is that a regular conversation you guys are having. I

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Speaker 1: feel like I don't see those numbers that often we are.

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Speaker 3: You know, looking at those kinds of trends that we're

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Speaker 3: often seeing the same trends as a user of our

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Speaker 3: platform would by scrolling with for up, And you know,

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Speaker 3: we try to sort of guide those insights when we can,

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Speaker 3: but I think, you know, you will truly find just

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Speaker 3: about everything on TikTok every platform. Every fandom has has

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Speaker 3: an expression here, so there's there's no limits.

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Speaker 1: So but Catherine, the more you do this, the more

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Speaker 1: and I guess what I'm trying to ask is, does

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Speaker 1: TikTok ever become more predictable in terms of these kinds

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Speaker 1: of behaviors? Like you you start to get that there's

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Speaker 1: a track record with certain genres, with certain stars or whatnot,

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Speaker 1: or is it you know what, there's a there's a

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Speaker 1: surprise every time. There's only so much you can do

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Speaker 1: to anticipate.

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Speaker 3: I think there are things to keep in mind to

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Speaker 3: help make that sort of sudden, serendipitous success more likely.

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Speaker 3: You know, this is like Rayo was saying, we're a

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Speaker 3: content graph. So that means every video is sort of

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Speaker 3: looking for its audience as opposed to thinking about accounts

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Speaker 3: with specific following, and all of your content just goes

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Speaker 3: to your followers. And so that means discovery is happening

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Speaker 3: all the time. Need people are discovering new shows, celebrities,

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Speaker 3: you know, films that they that have been out for

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Speaker 3: a while and they've just heard about, or that they

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Speaker 3: are that are coming soon.

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Speaker 4: And excuse me.

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Speaker 3: The I think the through line or what drives success

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Speaker 3: is does it feel authentic to the platform, and authentic

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Speaker 3: to the platform really means authentic, you know, is there

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Speaker 3: a behind the scenes snippet of an upcoming film like

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Speaker 3: I saw this from from Lionsgate and a new Hunger

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Speaker 3: Games prequel that's coming this fall. They shared some content

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Speaker 3: from the set about a year ago. And it's that

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Speaker 3: kind of access, that kind of perspective that you're not

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Speaker 3: going to find, you know, broadly, but maybe you'll find

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Speaker 3: it here because someone made a video when they had

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Speaker 3: access to a really cool space, like a movie set.

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Speaker 4: Those that kind of.

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Speaker 3: The joy of discovery and the joy of finding something

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Speaker 3: unexpected I think tends to really resonate and drive that

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Speaker 3: kind of snowball effect over time or entertainment in particular.

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Speaker 1: And so, you know, let's say the snowball is rolling.

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Speaker 1: I think back to there was that memorable campaign where

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Speaker 1: or I shouldn't see campaign. I don't know if it

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Speaker 1: was initially planned, but the Minions came out and all

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Speaker 1: of a sudden, these kids are, you know, going to

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Speaker 1: the theaters wearing suits, and I'm like, what on earth

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Speaker 1: is going on here? And so what I'm curious is

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Speaker 1: something happens that maybe is unexpected a trend emanates from

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Speaker 1: TikTok that no one foresees. Ray are you able to

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Speaker 1: go back to the studio and say, like, look, look

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Speaker 1: what's going on here? And can the studio then sort

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Speaker 1: of like change their marketing or adjust their marketing plans

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Speaker 1: on the fly so that they're able to get to

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Speaker 1: take advantage of something that they didn't really anticipate.

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Speaker 2: So I think that's part of the beauty of TikTok

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Speaker 2: is really that culture starts here on platform, and there

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Speaker 2: are these cultural moments that happen both on and off

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Speaker 2: platform that we can really leverage to capitalize upon with

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Speaker 2: our entertainment marketing partners. So I remember when gentlemenions started,

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Speaker 2: and that was a trend that I think none of

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Speaker 2: us predicted. However, being very nimble across our team and

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Speaker 2: our partnership with Universal, we were definitely able to put

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Speaker 2: together some very quick moments on platform to capitalize upon

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Speaker 2: that trend.

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Speaker 1: Okay, well, I'm sure studios appreciate that also. Is there

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Speaker 1: you know, obviously when I think of TikTok, I think of,

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Speaker 1: you know, watching funny videos. But are there other, say,

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Speaker 1: more interactive features that allow fans to maybe drill a

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Speaker 1: little deeper into a property, uh, you know, through options

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Speaker 1: of any kind and just curious what TikTok might have there.

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Speaker 4: Yeah, this is Raya. I'm happy to answer that question.

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Speaker 2: I think one of the most exciting things for entertainment

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Speaker 2: marketers on TikTok is the fact that we have built

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Speaker 2: advertising solutions that really feel natural to the platform and

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Speaker 2: focus on inspiring co creation within the community. For example,

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Speaker 2: we have a product called Branded Admission. It's an industry

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Speaker 2: first ad solution that enables advertisers to crowdsource authentic content

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Speaker 2: from creators on TikTok, turn those top performing videos into ads,

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Speaker 2: and improve brand affinity and media with media impressions. So,

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Speaker 2: you know, Brand Admission makes it easier for brands to

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Speaker 2: tap into that creative power of TikTok communities and co

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Speaker 2: create authentic branded content that really resonates across our community.

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Speaker 2: Another example would be our other product called branded Effects.

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Speaker 2: These are sponsored custos some effects that invite the TikTok

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00:27:01,920 --> 00:27:05,320
Speaker 2: community to co create alongside of a brand. They can

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00:27:05,400 --> 00:27:07,920
Speaker 2: be highly customized with branded elements and.

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00:27:08,000 --> 00:27:10,440
Speaker 4: Include features like calls to action.

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Speaker 2: And custom audience targeting to fit a brand specific campaign needs.

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Speaker 2: So one of my recent favorites came from Disney. They

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00:27:18,440 --> 00:27:21,280
Speaker 2: launched a branded effect for The Little Mermaid. This is

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00:27:21,320 --> 00:27:24,959
Speaker 2: actually the first branded effect on platform that used actual

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00:27:25,000 --> 00:27:28,240
Speaker 2: footage from the film, and it invited our community to

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00:27:28,240 --> 00:27:31,400
Speaker 2: actually become Ariel in the famous scene where she sang

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00:27:31,600 --> 00:27:33,679
Speaker 2: part of your world behind the rock, and it was

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00:27:33,800 --> 00:27:37,280
Speaker 2: definitely a fan favorite and community favorite on TikTok.

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Speaker 1: I will have to go looking for this stuff. I'm curious. Also,

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00:27:43,560 --> 00:27:45,640
Speaker 1: you know, I have a sort of an in house

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00:27:45,680 --> 00:27:48,800
Speaker 1: TikTok lab at home with a fifteen year old boy

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00:27:48,840 --> 00:27:54,680
Speaker 1: who discovers all sorts of even older catalog entertainment property,

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00:27:54,800 --> 00:27:58,480
Speaker 1: TV shows on Netflix and that kind of thing. Are

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Speaker 1: you seeing what I'm seeing in my lab? In terms

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Speaker 1: of like are you turning studios onto Like, Hey, you've

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00:28:05,640 --> 00:28:09,440
Speaker 1: got things you're not even marketing here that are trending.

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00:28:09,480 --> 00:28:12,760
Speaker 1: You really should throw some marketing dollars behind it to

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00:28:13,320 --> 00:28:18,359
Speaker 1: accelerate it. Or because it just seems like to some degree,

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Speaker 1: content has a life of its own when it comes

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Speaker 1: to entertainment properties on TikTok.

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Speaker 4: Yes, Katherine and I think that's a great way to

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Speaker 4: describe it.

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Speaker 3: The content does have a life of its own, and

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00:28:30,160 --> 00:28:32,639
Speaker 3: again that's sort of because of the content graph and

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00:28:32,720 --> 00:28:36,000
Speaker 3: distribution in the core you feed. And I'm seeing the

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Speaker 3: same thing I hear constantly from people under thirty, let's say,

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00:28:41,920 --> 00:28:44,960
Speaker 3: younger than me. You know that they've discovered a show

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00:28:45,080 --> 00:28:47,160
Speaker 3: or you know, have I heard of this show? And

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00:28:47,280 --> 00:28:49,480
Speaker 3: it's not even a show that's in production anymore, but

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00:28:50,360 --> 00:28:53,800
Speaker 3: they saw something that recommended it, or they saw a

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00:28:53,880 --> 00:28:56,960
Speaker 3: video that recommended it on TikTok. A few years ago,

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00:28:57,040 --> 00:28:59,800
Speaker 3: we saw a phenomenon around Criminal Minds where there was

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00:28:59,880 --> 00:29:04,000
Speaker 3: just a ton of Criminal Minds fan content well after

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00:29:04,080 --> 00:29:09,840
Speaker 3: it's sort of original CBS broadcast window. And there's actually

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00:29:09,880 --> 00:29:13,240
Speaker 3: a trend I just noticed today where even the idea

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00:29:13,400 --> 00:29:15,280
Speaker 3: of hey, do you remember this movie or do you

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00:29:15,280 --> 00:29:18,720
Speaker 3: remember this TV show has spawned a mini trend where

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00:29:18,720 --> 00:29:22,360
Speaker 3: there's an invented horror movie from the eighties called Zapatha

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00:29:22,440 --> 00:29:25,640
Speaker 3: that never existed, but people are sort of pretending it existed.

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Speaker 3: So there is, yes, very much a universe of library

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00:29:31,320 --> 00:29:33,440
Speaker 3: and archival discovery on TikTok.

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00:29:35,160 --> 00:29:38,560
Speaker 1: Sounds like something else studios may want to be marketing towards,

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00:29:38,640 --> 00:29:41,000
Speaker 1: or at least paying attention to in terms of in

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00:29:41,040 --> 00:29:45,320
Speaker 1: this reboot culture world, TikTok provides I think a sense

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00:29:45,400 --> 00:29:48,959
Speaker 1: of the vitality that might be lurking behind this brand

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00:29:49,080 --> 00:29:52,880
Speaker 1: or that, and so interesting to note as well. So

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Speaker 1: in one last question, you know, is there any particular

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00:29:59,800 --> 00:30:03,240
Speaker 1: Movi the TV show that you think is just generating

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00:30:03,280 --> 00:30:07,600
Speaker 1: some interesting whether it's an organic, you know, fan fed

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00:30:07,760 --> 00:30:11,440
Speaker 1: trend or just an interesting campaign that my listeners should

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00:30:11,440 --> 00:30:14,000
Speaker 1: take note of, just to get a sense of the

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Speaker 1: kind of vitality you see on the platform.

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Speaker 4: I'm seeing, Sorry, this is Catherine.

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Speaker 3: We are seeing a lot of anticipation of the live

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Speaker 3: action adaptation of One Piece, one of the more popular

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00:30:28,960 --> 00:30:32,840
Speaker 3: anime slash manga titles that's sort of ever been put

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00:30:32,880 --> 00:30:34,800
Speaker 3: out there. If you just look at hashtag views on

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Speaker 3: one Piece, and that's coming in a couple of weeks.

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Speaker 4: I think on Netflix. I think that's.

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Speaker 3: Going to be I'm interested to see how that fandom

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Speaker 3: evolves on a platform like ours.

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00:30:48,200 --> 00:30:51,120
Speaker 4: A sort of anime translates into live action.

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Speaker 1: That's gonna be cool, interesting, well, something I'll take note

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00:30:54,880 --> 00:30:57,880
Speaker 1: of as well. Thanks to you both for talking me

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00:30:58,000 --> 00:31:00,920
Speaker 1: through this. I'm going to keep an eye on the

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00:31:00,960 --> 00:31:05,400
Speaker 1: platform going forward. It's just really kind of you really

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00:31:05,480 --> 00:31:08,120
Speaker 1: get a sense of sort of the white hot center

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00:31:08,160 --> 00:31:10,480
Speaker 1: of pop culture when when you're seeing what plays out

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Speaker 1: on TikTok. So thanks for your time.

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Speaker 4: Thank you so much for having us.

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Speaker 1: This has been another episode of Strictly Business. Tune in

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Speaker 1: next week for another helping of scintillating conversation with media

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00:31:27,200 --> 00:31:29,720
Speaker 1: movers and shakers, and please make sure you subscribe to

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00:31:29,760 --> 00:31:33,120
Speaker 1: the podcast to hear future episodes. Also, leave a review

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00:31:33,160 --> 00:31:35,920
Speaker 1: in Apple Podcasts and let us know how we're doing.