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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 Halliby 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 stratege.

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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? Okay?

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

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

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Speaker 1: first of all, some kind of record in terms of

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Speaker 1: the stats that one movie has enjoyed on 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

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Speaker 3: start here, and that was way true of Barbie. I

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

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

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

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

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Speaker 3: 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, you.

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Speaker 4: Know, weekend activities, home decor.

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Speaker 3: There's just kind of no corner of TikTok that you

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Speaker 3: can't find some element of Barbie showing up. And I

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Speaker 3: think that that speaks 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 5: Got it? 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 6: 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 6: Not always be clear at the outside, but for sure

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Speaker 6: a best practice is bringing TikTok in. The earlier is

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Speaker 6: the better, and for Warner Bros. And Barbie the movie specifically, they.

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Speaker 2: Did bring us into the conversation very very early, and

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Speaker 2: we certainly saw that early enthusiasm for those very first

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Speaker 2: Barbie images and activations on platform, and that just garnered

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Speaker 2: such excitement which was a definite momentum builder many months

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Speaker 2: 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 3: Yeah, It's so hard to really tease that all the

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Speaker 3: way out, because again, Barbie is an idea that predates,

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Speaker 3: you know, all of our lifetime and certainly even the

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Speaker 3: TikTok platform. And I think, you know, for me, as

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Speaker 3: a consumer and a user of TikTok, I first saw

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Speaker 3: it pop when the character posters came out, which you know,

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Speaker 3: of course, was part of Warner's campaign releasing these sort

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Speaker 3: of first looks at doctor Barbie, President Barbie, et cetera.

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Speaker 3: And we really saw the community embrace that and create

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Speaker 3: their own versions of you know, this is me as Barbie.

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Speaker 3: This is me essentially recreating the look of that character

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Speaker 3: portrait to make my own self expression in their content.

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Speaker 3: And so I think that is a very clear thing

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Speaker 3: to attribute to Warner Brothers. At the same time, we

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Speaker 3: saw certain trending sounds that had been trends on the

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Speaker 3: platform from years before, like to them, which I think

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Speaker 3: is a clip from Barbie the animated series from a

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

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Speaker 3: years ago and then came back as a result of

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

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Speaker 5: Sure and Raa.

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Speaker 1: When you were talking to Warner Brothers about this and

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Speaker 1: what you wanted to do, there was there a sense

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Speaker 1: of just how big this could be. Was there something

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Speaker 1: about this movie that you were able to sell them

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Speaker 1: on by saying, like, look, this is 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 contents 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 people

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

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

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Speaker 2: to April, four months before the film hit theaters, when

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Speaker 2: Warner Bros. First launched their teaser video on TikTok. It

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Speaker 2: received over twenty seven million views and over two point

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Speaker 2: seven million likes. And that's some pretty big numbers for

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Speaker 2: a film that 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 case changer.

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Speaker 4: This is Catherine, I'll jump in.

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Speaker 3: I mean, I think people are going to be saying

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Speaker 3: that about Barbie for years. I think they've really that,

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Speaker 3: you know, set a new standard for what a kind

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Speaker 3: of impact you can really drive around a film to

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Speaker 3: really become a cultural moment.

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Speaker 5: Got it.

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

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Speaker 1: used that word earlier, you know, attributable And it's like, well,

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Speaker 1: is TikTok really the driver here or is it really

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Speaker 1: more of a reflection of what else is just going

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Speaker 1: on in the culture, And with or without TikTok, Barbie

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Speaker 1: was going to be big? How do you know it's

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Speaker 1: 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 again,

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

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

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Speaker 3: any details about the plot about what kind of film

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Speaker 3: we were all in store for and essentially allowed the

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Speaker 3: audience to use their own imaginations and spend months anticipating

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Speaker 3: a film through their own imaginations, which of course is

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Speaker 3: deeply tied to the underlining experience of playing with the

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Speaker 3: doll and kind of spoke to that nostalgia, but also

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Speaker 3: is really a fit for TikTok because co creation and

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

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Speaker 3: bit further and essentially using your imagination with our tools

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Speaker 3: is kind of the fundamentals of this platform, whether it's

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Speaker 3: responding to a trend, using a feature like duet or

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Speaker 3: stitch to build on another person's content, and of course

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Speaker 3: the trending sounds and the music on our platform all

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Speaker 3: kind of feed that behavior, and I think it was

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Speaker 3: a really powerful part of what made this movie really

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Speaker 3: break out, and.

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Speaker 1: 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 that 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 2: There is no way that you could be multitasking, and

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

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

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

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

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

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

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Speaker 2: 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.

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Speaker 5: Obviously there's lots of.

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Speaker 1: Different campaigns, lots of different industries, but I'm just curious

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Speaker 1: how big 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.

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Speaker 5: Are there other.

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Speaker 1: Titles and it could we could talk beyond film we

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Speaker 1: 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. It's our

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Speaker 3: text to speech feature, and that inspired a lot of

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Speaker 3: both film related content, Halloween content, and just you know,

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Speaker 3: general user creativity. So always keep an eye on Halloween

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Speaker 3: and just whether it's sort of horror or more in

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Speaker 3: the comedy category. That's certainly bruce 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: 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 in 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 release was on a point of

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Speaker 3: interest feature. So point of interest is essentially a location

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Speaker 3: tag you can add to your videos, and we created

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Speaker 3: our first ever fictional point of interest, which was Barbie

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Speaker 3: Land aka Malibu, And if you go to the page

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Speaker 3: in app for that location, you will see videos from

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Speaker 3: all over the world, just sort of the fun irony

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Speaker 3: of that being a fictional location. Warner was a fabulous

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Speaker 3: partner and sort of driving the awareness of that by

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Speaker 3: putting it on their content. But yeah, if you go

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Speaker 3: to that page today, you'll see videos from Brazil, You'll

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Speaker 3: see videos from Indonesia. It has really been a way

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Speaker 3: to kind of see that global snapshot of the fandom

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Speaker 3: 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.

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Speaker 5: On its platform?

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Speaker 1: You know? Is that a regular conversation you guys are having.

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

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Speaker 1: 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 upe, 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 mind 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 7: The I think the through line or what drives success

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Speaker 7: is does it feel authentic to the platform, And authentic

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Speaker 7: to the platform really means authentic.

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Speaker 4: You know, is.

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

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

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

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

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Speaker 3: that kind of access, that kind of perspective that you're

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Speaker 3: not going to find, you know, broadly, but maybe you'll

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

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Speaker 3: had 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 say 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.

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Speaker 5: Ray are you able to go back.

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Speaker 1: To the studio and say, like, look, look what's going

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Speaker 1: on here? And can the studio then sort of like

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Speaker 1: change their marketing or adjust their marketing plans on the

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Speaker 1: fly so that they're able to get to take advantage

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Speaker 1: of something that they didn't nes early 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.

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Speaker 5: 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, you know, through options of

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

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Speaker 3: Yeah, this is Raya.

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Speaker 4: 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 Brand 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 custom some effects that invite the TikTok

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Speaker 2: community to co create alongside of a brand. They can

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Speaker 2: be highly customized with branded elements and.

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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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Speaker 2: launched a branded effect for The Little Mermaid. This is

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00:27:21,280 --> 00:27:24,879
Speaker 2: actually the first branded effect on platform that used actual

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Speaker 2: footage from the film, and it invited our community to

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00:27:28,200 --> 00:27:31,359
Speaker 2: actually become Ariel in the famous scene where she sang

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00:27:31,560 --> 00:27:33,639
Speaker 2: part of your world behind the rock, and it was

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Speaker 2: definitely a fan favorite and community favorite on TikTok.

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Speaker 5: I will have to go looking for this stuff. I'm curious.

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Speaker 1: Also, you know, I have a sort of an in

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Speaker 1: house TikTok lab at home with a fifteen year old

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Speaker 1: boy who discovers all sorts of even older catalog entertainment property.

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Speaker 5: TV shows on Netflix and that kind of thing. Are

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Speaker 5: you seeing what I'm seeing in my lab?

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Speaker 1: In terms of like are you turning studios onto Like, hey,

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Speaker 1: you've got things you're not even marketing here that are trending.

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Speaker 1: You really should throw some marketing dollars behind it to

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

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Speaker 3: describe it. The content does have a life of its own,

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Speaker 3: and again that's sort of because of the content graph

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Speaker 3: and distribution in the core you feed. And I'm seeing

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Speaker 3: the same thing I hear constantly from people under thirty,

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Speaker 3: let's say, younger than me. You know that they've discovered

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Speaker 3: a show or you know, have I heard of this show?

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Speaker 3: And it's not even a show that's in production anymore,

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Speaker 3: but they saw something that recommended it, or they saw

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Speaker 3: a video that recommended it on TikTok. A few years ago,

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Speaker 3: we saw a phenomenon around Criminal Minds where there was

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00:28:59,880 --> 00:29:03,960
Speaker 3: just a ton of Criminal Minds fan content well after

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00:29:04,040 --> 00:29:09,800
Speaker 3: it's sort of original CBS broadcast window. And there's actually

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Speaker 3: a trend I just noticed today where even the idea

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Speaker 3: of hey do you remember this movie or do you

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Speaker 3: remember this TV show has spawned a mini trend where

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Speaker 3: there's an invented horror movie from the eighties called Zapatha

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00:29:22,400 --> 00:29:25,600
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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Speaker 3: and archival discovery on TikTok.

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Speaker 1: Sounds like something else studios may want to be marketing

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Speaker 1: towards or at least paying attention to in terms of

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Speaker 1: in this reboot culture world, TikTok provides I think a

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Speaker 1: sense of the vitality that might be lurking behind this brand.

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Speaker 5: Or that, and so interesting to note as well.

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

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Speaker 1: particular movie the TV show that you think is just

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Speaker 1: generating some interesting whether it's an organic, you know, fan

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Speaker 1: fed trend or just an interesting campaign that my listeners

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Speaker 1: should take note of, just to get a sense of

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Speaker 1: the 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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00:30:28,920 --> 00:30:32,800
Speaker 3: anime slash manga titles that's sort of ever been put

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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 3: I think on Netflix.

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Speaker 4: 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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00:30:45,680 --> 00:30:48,959
Speaker 3: evolves on a platform like ours. A sort of anime

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00:30:49,320 --> 00:30:51,920
Speaker 3: translates into live action. That's gonna be.

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Speaker 1: Cool, interesting, Well, something I'll take note of as well.

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Speaker 1: Thanks to you both for talking me through this. I'm

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Speaker 1: going to keep an eye on the platform going forward.

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Speaker 1: It's just really kind of you really get a sense

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00:31:06,080 --> 00:31:09,160
Speaker 1: of sort of the white hot center of pop culture

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Speaker 1: when when you're seeing what plays out on TikTok. So

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Speaker 1: 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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00:31:27,160 --> 00:31:29,680
Speaker 1: movers and shakers, and please make sure you subscribe to

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00:31:29,720 --> 00:31:33,080
Speaker 1: the podcast to hear future episodes. Also, leave a review

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00:31:33,120 --> 00:31:35,880
Speaker 1: in Apple Podcasts and let us know how we're doing.