Bella Where The Hell Have You Been Loca? - Lionsgate's TikTok Mastery
In essence - TikTok is a great opportunity for household names to have fun and connect with audiences they wouldn’t normally connect with. Through traditional marketing, brands such as Duolingo, Lionsgate and Ryanair would be aiming to display their products and services directly to their target audiences and consumers (typically over 25+ and older audiences looking to spend). However, TikTok presents brands with a new opportunity to diversify from traditional content formats and avenues, as it’s extremely popular with Gen-Z and younger audiences. These brands have now been using TikTok to experiment, follow trends, have fun and garner engagement through meme content and engaging with other TikToks.
By doing this, household name brands are able to grow their presence and brand awareness with audiences that otherwise would not have connected with them. It also allows brands to create extremely shareable content for free and promote a more quirky and relatable image, which is very popular among Gen-Z audiences at the moment.
Social Media has been at the forefront of businesses creating viral content, from brands “fighting” in Twitter threads to spark attention, to unexpectedly following an ‘NSFW’ TikTok trend and shocking everyone. These actions may seem bizarre and non brand friendly, but they have managed to bring a lot of successful attention to the companies that have dared to to try.
One of these companies is Lionsgate Entertainment, a global movie studio company - which has been a household name since it was founded in 1977 - and thanks to TikTok it has maintained that status today, through reuploads of movie scenes with funny edits, to the promotion of upcoming movies with quirky and attention-grabbing captions.
Despite not being traditional, successfully using memes and Gen Z jargon can bring you closer to your consumers. TikTok may be negotiable for millennials and older but for Gen Z, this is their number 1 social media platform. The platform is a place of fun and Gen Z love when companies don’t take themselves too seriously. Therefore companies that are willing to poke fun at themselves and have a carefree attitude tend to produce more viral content and therefore have a better brand image.
Overall, these are companies that are truly pushing the boundaries of marketing, by learning the Gen Z language and making the most of it. If you compare it to Lionsgate's other media, you can see that they’re not doing this sort of content anywhere else - this is a tactic that is unique to TikTok.
TikTok is an opportunity for brands to truly connect with Gen Z and add a bit of flare to your marketing. Through this your brand can become part of the narrative being written and have a lasting impression on future generations.
We urge you to have a look at the Lionsgate TikTok and take some inspiration to have fun.