With over a billion active users worldwide, TikTok’s short-form, high-energy content provides an ideal platform for show creators to engage audiences in new and exciting ways. From viral trends to interactive engagement, here’s a look at how TikTok influences the future of TV show marketing.
1. Making TV Shows Discoverable for Younger Audiences
TikTok’s user base is skews young, with a significant portion of its audience in the Gen Z and Millennial age brackets. Traditional TV marketing often fails to reach this demographic, making TikTok a powerful channel for reaching them where they spend much of their screen time.
- For You Page (FYP): The FYP serves as the app’s discovery hub, where content goes viral and new shows can catch users’ attention. The FYP’s algorithm prioritises content based on user interest rather than follower count, allowing new shows to reach massive audiences almost instantly.
- Native Engagement: TikTok allows TV shows to interact with viewers in ways that feel natural to the platform. For example, teasers and character highlights can be edited to fit TikTok’s fast-paced, humorous, and often unpolished style, which feels more authentic to younger viewers.
The result? A marketing strategy that can connect with audiences who are more likely to stream a show online or binge-watch rather than tune in on live TV.
2. Driving Viral Moments with User-Generated Content
TikTok’s community is all about user participation, and this has given rise to a trend-driven marketing model that’s perfect for shows looking to drive buzz and engagement. User-generated content (UGC) encourages fans to create videos inspired by the show, adding a level of immersion and interactivity traditional ads can’t replicate.
- Challenges and Trends: Many shows leverage TikTok’s trend culture by creating branded challenges that invite viewers to participate. For example, a show might launch a dance challenge inspired by a scene in the show or a “re-enact your favourite character” trend, which not only boosts engagement but also puts the show at the forefront of trending content.
- Duets and Stitching: TikTok’s duet and stitch features let users interact with show content directly by adding their own reactions, commentary, or remixes. This brings fans into the conversation and lets them co-create content that feels personal and fun, amplifying the reach of each post.
User participation creates a sense of ownership among fans, who then share their creations widely, helping the show reach new audiences organically.
3. Creating Hype with Teasers and Short-Form Trailers
TikTok’s quick, high-impact videos are the ideal format for generating excitement with short, engaging trailers. This format challenges traditional TV trailers to adapt to TikTok’s fast pace and condensed storytelling, offering viewers just enough to pique interest without overwhelming them.
- Short Teasers and Clip Previews: Instead of long trailers, TikTok content is most successful when it’s bite-sized. Posting 15- to 30-second clips that hint at exciting plot points, showcase humorous moments, or reveal dramatic cliff-hangers can quickly capture attention and leave viewers wanting more.
- Exclusive First Looks: Offering TikTok users “first-look” clips or character reveals creates exclusivity, which can drive hype and create a sense of insider access for fans. These can be part of a build-up series leading to the premiere, maintaining excitement over several days or weeks.
The beauty of this approach lies in its efficiency; quick, compelling teasers offer immediate entertainment and information, perfectly suited to TikTok’s fast-scrolling audience.
4. Leveraging Influencers and Content Creators for Authentic Promotion
Influencers and content creators on TikTok have deep, trust-based relationships with their audiences, making them valuable partners for promoting TV shows in ways that feel genuine. By collaborating with creators who align with the show’s genre or themes, networks can reach audiences that are already interested in the type of content the show offers.
- Creator Partnerships: Collaborate with TikTok creators to produce content that feels natural to their style, whether it’s humorous reviews, reaction videos, or parodies. For example, a comedy show could partner with a TikTok comedian for skits inspired by the show’s plot, or a thriller might work with horror content creators to discuss plot theories.
- Behind-the-Scenes Access: Influencers can help build hype by offering followers a behind-the-scenes look at the show. This might include on-set tours, character introductions, or backstage interviews with cast members, making viewers feel closer to the production.
Influencers bring a ready-made audience with them, and when they share content related to the show, their fans are more likely to tune in, helping the show attract highly engaged viewers.
5. Creating Fan Communities and Long-Term Engagement
Unlike traditional TV marketing, TikTok’s structure allows shows to engage with their audiences long after the premiere date. By continuing to post engaging content and interacting with fans, shows can build a dedicated community that keeps audiences talking about the show throughout the season and even into subsequent ones.
- Fan Theories and Reactions: Shows can encourage fans to share their own theories, predictions, or emotional reactions, especially for series with twists and cliff-hangers. Official accounts can amplify the best fan theories or reactions, creating a sense of dialogue and validation within the fan community.
- Character Accounts and Role-Playing: Some shows have created TikTok accounts for specific characters, allowing fans to interact with these fictional personalities in real time. This role-playing approach immerses fans further into the world of the show, adding depth to the viewing experience.
- Memorable Moments and Recaps: Highlighting iconic or memorable scenes and encouraging fans to remix or react keeps the show relevant between episodes, drawing in new fans and giving existing viewers reasons to stay engaged.
This ongoing engagement transforms one-time viewers into loyal fans and creates a community that can help sustain interest and boost viewership over time.
