TikTok Ban: A Tipping Point for Hollywood and Media Strategy
As January 19th approaches, the fate of TikTok in the U.S. remains uncertain. Whether the platform is shut down or continues operating, the mere possibility of its absence highlights broader trends and challenges facing Hollywood and the entertainment industry in their marketing efforts. Social media platforms, while having an incredibly powerful outreach, are proving to be increasingly unreliable and volatile, leaving marketers and PR teams to navigate unsteady and ever-so-changing terrain.
Of course, social media platforms have long been an essential tool for promoting films, shows, and streaming services, offering instant access to massive, engaged audiences. However, recent controversies—from Elon Musk’s rebranding (and repositioning) of Twitter to X, to privacy concerns surrounding TikTok, and declining trust in Facebook / Meta —are making these platforms less stable as marketing pillars. This unpredictability forces entertainment marketers to adapt quickly to shifts in audience behavior, platform popularity and how they interact with potential viewers.
The Challenges of Classic Media in a Social Age
From Unsplash
While social media platforms present their own risks, classic news and PR channels are also grappling with ongoing challenges. Traditional digital outlets—news, magazines and broadcast —have lost significant portions of their audience over the years as digital consumption continues to rise. However, what sets classic media apart is its consistency. Unlike the short-lived rise and fall of social platforms, there isn’t a "new newspaper" reshaping the media landscape every year. Instead, traditional outlets represent a long-standing, reliable avenue for reaching audiences.
The relationship between entertainment brands and established media is built on decades of trust and collaboration. Streaming platforms, broadcasters, and film studios know that even as audiences or social media platforms fragment, trusted media outlets can amplify their messages effectively. Moreover, content published in traditional media often migrates and trickles down to social platforms organically.
Opportunities for Hollywood and PR Teams
Entertainment marketers have an opportunity to rethink their strategies by doubling down on established relationships while remaining agile in their approach to digital trends.
Strengthening Media Ties: By serving established media outlets with exclusive stories, interviews, and screenings, Hollywood can ensure its content continues to reach audiences—even as social platforms evolve. A review or feature in a respected publication may hold enduring value and can be repurposed across whichever social platforms dominate next.
Leaning on Organic Social Growth: Content that starts in traditional media often trickles down to social platforms, whether through influencer reposts, fan shares, or algorithmic boosts. Prioritizing partnerships with respected outlets ensures that even in a volatile digital landscape, the message reaches audiences through multiple channels.
Adapting to New Platforms: While classic media provides stability, marketers cannot afford to ignore emerging platforms. A TikTok ban would open space for competitors, and PR teams will need to invest in understanding these new spaces and building relationships with their users.
A Balanced Approach in Uncertain Times
The potential TikTok ban underscores a broader truth: reliance on any social media platform is inherently risky. Hollywood and the broader entertainment industry must pay attention to a balanced strategy—leveraging the reliability of established media while staying agile enough to adapt to emerging social media trends. News outlets have long been a dependable avenue for generating attention around new releases, providing consistent and trusted coverage.
While the allure of viral TikToks, shorts, reels (whatever it's called at this point) and their instant visual impact is undeniable, the deeper engagement and credibility that journalists bring should not be underestimated. By equipping these key voices with accurate, thorough information, brands can create long-lasting narratives that build trust, spark meaningful dialogue, and foster a well-informed audience.
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