Lionsgate Leads Film Promotion with TikTok Editors
Lionsgate has taken a brand new marketing step on TikTok, the heart of the social media world. Film trailers are no longer created by professional agencies, but by young TikTok editors who have garnered millions of views. This unconventional approach appears to have ushered in a new era in both film promotion and engagement with fan communities.
Lionsgate Officially Adds TikTok Editors to Its Team
Lionsgate’s digital marketing team is now embracing the platform’s inherent content culture. While the company uses more traditional branding on Instagram and Facebook, it focuses on creating posts that feel truly “local” on TikTok. Fan editors are at the heart of this strategy.
Lionsgate’s social media manager, Felipe Mendez, announced that they reached out to approximately 250 TikTok editors and formed a team of 15. Mendez emphasized the sincerity of the approach, saying, “We’re collaborating with creators fans already love, asking them to create in their own style.”
This move is being cited as a changing example of how brands communicate with Generation Z. According to Mendez, brands that want to succeed on TikTok must have the courage to poke fun at themselves. Lionsgate’s post for “The Hunger Games,” which paired Katniss’s whistling with a Flo Rida song, was a prime example.
Lionsgate’s strategy with fan editors quickly yielded results. “Creed” edits shared on TikTok have garnered hundreds of millions of views, and the film’s viewing figures increased by 29 percent in one week on Amazon Prime. This data demonstrates that social media engagement directly impacts viewer behavior.
The company’s next big challenge will be the reboot of the “Twilight” series. With this campaign, Lionsgate aims to both draw longtime fans back to the cinema and introduce the legendary vampire story to Generation Z. It appears TikTok has already become the new trailer arena for cinema.
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