TikTok's Takeover: The Small Screen
TikTok is known for short-form videos, but that hasn't stopped the majority of users from spending a feature-length film's amount of time scrolling on the app. The entertainment platform has all but taken over Hollywood, creating the perfect breeding ground for future stars and even characters to build franchises with built-in, loyal audiences.
The entertainment industry has been rapidly changing in the age of social media. Actor Joseph Gordon-Levitt has even gone on to say that Silicon Valley owns Hollywood as streaming services become the default platform for television and film. But as streaming services have become extremely saturated over the past few years, companies are using influencer power to draw in audiences for new content. Perhaps the perfect example of this is the release of Netflix's She's All That, a gender-swapped version of the popular '90s rom-com He's All That starring TikTok megastar Addison Rae.
Following the film's release earlier this year, Rae went on to sign a multi-picture deal with Netflix, despite receiving generally negative reviews. This deal signifies that content may not be king after all — in fact, content doesn't matter so long as there is a loyal following in place. One company testing that theory is Invisible Universe, which is attempting to build "The Pixar of the Internet" by creating lovable animated characters on TikTok before going on to build franchises around them.
Invisible Universe partners with influencers to create characters that live on social media and then animate those characters to interact with fans almost in real-time. The company is taking advantage of TikTok for fast-paced content creation, actively listening to user feedback and pushing out videos to build that character's following as quickly as possible. And this isn't the only company that is tapping into the power of the influencer market.
PearPop is redefining how content creators can grow their following and how established celebrities can monetize their presence. The platform allows creators to collaborate with high-profile talent, bringing attention to their page through celebrity comments, duets, and stitches. PearPop has already made waves among big-name stars like the Chainsmokers, Amy Schumer, Gary Vaynerchuk, Diddy, Tyga, Kevin Hart, Kevin Durant, Mark Cuban, Marshmello, Snoop Dogg, and The Weeknd. In addition, the company hopes to "democratize fame" by allowing aspiring influencers access to these celebrities. Still, the pay-to-play format gives an obvious advantage to those willing and able to invest in their influence.
As TikTok continues to grow, we can expect to see more companies like Invisible Universe and PearPop taking advantage of new opportunities in a changing entertainment world. Soon, becoming TikTok famous may become a rite of passage for anybody who hopes to work in Hollywood. As streaming services invest in online personalities to guarantee an audience for emerging content, it's only natural for the industry to eventually define itself by the progression from the "For You" page to feature films.
Next, we’ll talk about TikTok’s impact on the burgeoning Creator Economy. But while it’s top of mind, don’t forget to follow Kindred Media on TikTok.
