Sometimes TikTok is a little chaotic.
At a dinner hosted by Variety and TikTok on Tuesday, Paramount and Netflix executives shared advice on how to connect with Gen Z and talk TikTok on the app, the outlet reported.
Here are some points from the conversation for brands and entrepreneurs.
“You have to sprinkle a little chaos on it”
The key to Tiktok is embracing a certain vibe. Said Jonathan Helfgott, Netflix’s vice president of movie marketing, talked about how he promoted “Gray Man.”
Related: 3 ways TikTok can help your business grow
Released in July, this action movie has been recorded as one of the most watched movies on Netflix. was part of a viral social strategy with 430 million views on TikTok.
“You can’t just put something on TikTok that you’re going to put somewhere else,” Helfgott advised.
That’s what I heard from an executive in Netflix’s social media division.
Helfgot also said brands should offer “a little more personality” in their TikTok content.
Embrace your creativity and scroll endlessly
Paramount had successful marketing on TikTok with the May movie Top Gun: Maverick, according to Khartoon Weiss, TikTok’s Global Head of Agency and Accounts.
The hashtag TopGunMode, where people joke that they’re in “Top Gun Mode” after something good happens or take a video of themselves on a plane, has over 13 billion views.
Danielle De Palma, executive vice president of global marketing at Paramount, is trying to build connections with young people who haven’t heard of “Top Gun,” especially by showing off stars other than Tom Cruise. said. The hashtag also had several high-profile paid partnerships with his TikToker.
De Palma talked about connecting with the spirit of the app and embracing the big changes it has brought to marketing.
“I think we’ve seen some pretty dramatic changes with the explosion of TikTok over the last few years … I think it’s changing the way we clip creatives. I think we’re changing the way we do it,” De Palma said.
“I feel like we’re always on the platform to see how people express themselves,” she added.
talk to an expert
You can also take advantage of the already thriving community in the app. Helfgot said he promoted “The Gray Man” by interacting with people in the popular #filmtok community.
Many of the app’s communities have names with “tok” at the end (i.e. #witchtok), and at least some of them are very influential.
of new york times Back in July, I wrote about the impact #booktok has had on the publishing industry.