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Netflix and Paramount are targeting Gen Z on TikTok through personal (and sometimes chaotic) marketing.

Sep 23 2022

Netflix and Paramount are targeting Gen Z on TikTok through personal (and sometimes chaotic) marketing. During Variety’s “TikTok Culture Catalysts Dinner” held this week in West Hollywood, top execs shared how they’re using Gen Z’s favorite app to appeal to a new generation of film lovers. Paramount’s success of Top Gun: Maverick and Netflix’s hit The Gray Man, is largely in part to their mass reach on TikTok and how their strategy involves “more leaning in, rather than just, ‘I’m going to lean back and let this advertising talk to me’…[TikTok users] want a little bit more engagement and a little bit more personality.” This means marketers on TikTok should always be monitoring the ever-changing trends Gen Z is facilitating on the app. YPulse research shows that TikTok is the number one place Gen Z sees ads that make them want to buy—and it could potentially be the top place that makes them want to see new movies, too. (Variety)