How media & entertainment brands can tune into TikTok to drive business results

In this new era of media diversification, increased competition between platforms and services, and attention-scarce consumers, entertainment brands need to find new and effective ways to foster deeper connections with their audiences now more than ever.

As a platform built on democratised discovery, authentic interaction and entertaining creative, millions of people come to TikTok every day for the very content media and entertainment brands exist to provide. From #MovieTok to #MusicTok and more, entertainment lives on TikTok, and it has real-world impact on brands off-platform too, with 69% of Italian users watching a show or film on a streaming platform after seeing content on TikTok [1] and 70% of Nordic users saying they're likely to buy tickets to a concert or a live event after seeing content or ads on TikTok [2].

This is no one time block when the best content is live on TikTok – primetime is all the time. Our full-screen, sound-on platform is immersive by nature, and our unique recommendation system curates entertainment that is unique to each individual viewer: 90% of Nordic users agree that TikTok plays a role in shaping their entertainment preferences and choices [2] and 1 in 2 Italian users want to watch the films or shows they've seen related content about on TikTok [1].

And with 65% of Italian users interested in seeing more content from media and entertainment brands on TikTok, the opportunity for success on the platform is huge [1].

If you want to learn how to harness the platform to grow your media & entertainment brand, keep reading.

Know your audience

TikTok has fundamentally changed how consumers make decisions about media and entertainment services, turning the marketing funnel into an infinite flywheel that provides unlimited opportunities for brands to connect with TikTok users and drive results.

The leading entertainment guide for the digital age, TikTok takes users on a journey across the funnel from discovery and inspiration through decision-making and purchase to advocacy and recommendation. Our platform inspires discovery on a major scale: 54% of Italian users agree that TikTok has become a great influence for them to go to the cinema to watch films [1] and 70% of Nordic users say that they turn to TikTok to inform themselves of essential entertainment-related information [2].

What this means for entertainment & media brands

With 77% of Nordic users likely to follow official TikTok accounts of entertainment brands and 72% saying TikTok positively influenced their perception or interest in using streaming platforms or TV channels [2], embracing the platform's authentic style, leveraging ad solutions and utilising popular content formats are crucial strategies for entertainment brands to achieve success on TikTok.

TikTok users are eager to see more content from entertainment brands on the platform. To stay top of mind, brands should adopt an always-on strategy, posting organic beats and paid peaks to capture both last-minute and long-term planners.

Here are four tips to help you craft the best campaigns to engage this audience.

1. Embrace downtime

84% of users would like to be engaged with ongoing content between seasons and ahead of releases [2]. Ensure a steady stream of content and audience interaction even when your programming is off the air.

Encourage your users to interact with your brand by responding to comments, asking questions and commenting on other videos. To get started, explore our creative centre – you can utilise our keyword insight tool and review top ads or videos to gain inspiration and understand what resonates with your audiences.

2. Tap into your USP

Entertaining ads on TikTok help to guide users down the funnel; high entertainment ads* are rated 25% higher for brand love, 15% higher for purchase intent and 17% higher for likelihood to recommend [3].

After watching entertainment-related content, 34% of Nordic users clicked 'save' on the post or created a 'saved folder' on the platform [2]. To create content worth saving, check out our creative codebook or work with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok.

3. Work with creators

By engaging with communities and collaborating with creators, entertainment brands aren't just placing themselves in front of people anymore, they're becoming a part of those communities and building trust. And that trust drives action.

Entertainment brands are already finding tomorrow's star storytellers and inviting them to help tell their stories: creators can help spark engagement with unique POVs or by transforming content into ready-made memes and parodies. Leverage the TikTok Creator Marketplace (TTCM) to find the right creators for your brand and generate creative that really resonates.

4. Go for gold with a full-funnel strategy

For media and entertainment businesses planning campaigns with both brand and performance goals, TikTok is a game-changer. We've found that businesses that adopt a brandformance approach on TikTok, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns [4].

Similarly, combining multiple solutions is an effective way to supercharge both upper- and lower-funnel results. Media and entertainment advertisers in Southern Europe that bundled more than two branding solutions obtained better results than those that didn't.

For instance, by combining TopView, Top Feed, TikTok Pulse and Focused View, the brands achieved:

• 25% higher favourability

• 51% higher recommendation

• 11% higher intent

compared to using any single product alone [5]. Help your brand grow
 with custom bundled solutions designed with your objectives and budgets top of mind. Explore TikTok Ads Manager or speak to your rep to find the right strategy for your brand.

Steal the show

Our community's desire for entertaining content continues to grow day by day. Tap into our platform by leveraging the above insights and guidance to develop an always-on full-funnel strategy that features both organic content and paid media to drive growth and boost conversions. For more on how TikTok works for entertainment brands, discover how eOne used TikTok to drive 50m impressions for the launch of Dungeons & Dragons!

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