It’s changing the way that we’re working with creators… I feel like we’re constantly on the platform to see how people are expressing themselves.” “I think it’s changing the way that we’re cutting creative. “But I do think we’ve seen a pretty seismic shift with the proliferation of TikTok over the last couple of years,” she noted. That is literally repeat usage behavior, watching, engagement.”įilm marketing is constantly evolving, especially in the digital realm, said De Palma. Khartoon Weiss, TikTok’s global head of agency and accounts, noted that videos with the #TopGunMode hashtag on TikTok have more than 13 billion views - exceeding the Earth’s population. “And of course the incredible aerial action and Tom Cruise was always at the top in what was most compelling, but what we really saw was that younger people wanted to see themselves on screen, and they wanted to see more of the new recruits.” “At every major marketing beat … it was really listening and learning to what that younger audience wanted from the film,” she said.
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