4 proven ways to reach TV audiences on TikTok

Do you remember where you first heard about Baby Reindeer? Or saw a multitude of fan edits and video predictions for the 2024 Euros? For millions of people, there's no better place to discover hit shows, live TV moments, and films than on TikTok, the platform made for entertainment.

As viewing patterns change and the number of devices used to consume TV evolves, it's becoming more difficult to deliver broadcast viewership at scale, making potential hits unpredictable. But, due to the high penetration of subscription usage and TV viewers on platform, TikTok provides a unique opportunity for broadcasters to reach both new and current viewers: 94% of French users currently subscribe to more than one streaming service [1] and 77% of UK users watch live TV or TV on demand weekly [2].

And TikTok is doing more than simply connecting broadcasters with viewers; its ability to drive talkability amongst audiences is leading to real results for entertainment: 55% of German users state TikTok was the source that led them to watch a show or series on TV or via a streaming service [3].

Want to find out how to drive talkability for your content and reach an engaged audience of millions? Read on for our top tips.

1. Get on the new TV guide

TikTok has culturally changed how we discover and seek to be entertained, and introduces us to topics we didn't even know we liked – #BarbieCore anyone? No longer constrained to guides, audiences look to video-on-demand recommendation systems and word of mouth to serve them the newest must watch.

From TV show & film commentators summarising must watch content to community reviews and fan theories on the latest hits, TikTok’s For You Page acts like a program guide for thousands of channels.

To get onto the TikTok FYP guide, create edits of clips that hook and drive interest for viewers to watch more. Make sure to include relevant captions and hashtags to drive discovery organically and improve searchability.

Top tip: Broadcasters can drive high levels of awareness and capture attention using our high-impact formats TopView and Top Feed Ads.

2. Grab the popcorn and join the conversation

After discovering content, users then evaluate their commitment to watch either by asking questions, searching for more content or reviewing community comments. Search on TikTok plays a key role in this stage, with users often trying to understand more about the content they've watched or seeking further clips: our research shows that 68% of German users researched more about a film, series or show after seeing content about it [4].

Join community conversations around show content in a tone of voice that's appropriate for your brand. Use engagement features such as replying to or stitching videos to advance the conversation and entice viewers into watching your show.

Top tip: Tap into cultural moments and bring your shows closer to the hottest trending content on the platform with TikTok Pulse.

3. Find your hype-people

With 63% of German TikTok users saying that they trust recommendations from TikTok creators on what to watch, creators like @tv_friend, @fabio_santoro98 and @jessspoll are the new content ambassadors [4].

Work with creators to drive viewership and intrigue in unique ways beyond official clips/trailers. For example, @guywithamoviecamera helped to drive interest in the new A Quiet Place prequel by inviting the cast to open things very quietly.

Top tip: Branded Mission enables broadcasters to crowdsource content from TikTok creators, turn top-performing videos into ads and improve brand affinity with media impressions. It's a great way to develop authentic and highly entertaining creative to spark meaningful engagement with your audience on TikTok. See how Warner Bros used Branded Mission to build hype and achieve a strong engagement rate.

4. Combine solutions and maximise impact

Bundling premium formats in a multi-solution campaign can help broadcasters achieve stronger results. A recent study revealed a 7.3% boost in ad recall and a 3.4% increase in awareness when bundling In-Feed Ads with premium ad formats such as TopFeed or TopView Ads [5].

Reach an audience of millions

TikTok is captivating audiences, providing a golden opportunity for broadcasters to surface content to audiences seeking entertainment.

If you want to learn more about the media & entertainment opportunity on TikTok and how you can leverage it, check out this blog post. And to get insights like these straight to your inbox, sign up for our dedicated entertainment & media newsletter.