Section 1.1: The Power of TikTok Trends

Social media has reshaped the marketing strategies for films and entertainment projects. A prime example is actress Diane Keaton, who made headlines while promoting her film, Book Club 2, by dancing to Miley Cyrus’s popular song “Flowers.” This trend illustrates how studios are increasingly incorporating ready-to-share dance moves into their marketing strategies. The goal is to create simple yet captivating dance routines that can easily catch on and be widely shared.

With nearly 60% of the global population owning at least one social media account, the potential for reaching a vast audience is monumental. From April 2022 to April 2023, over 150 million new accounts were created, a trend that shows no signs of slowing down in the coming years. This growth presents a golden opportunity for studios and marketers, providing insight into the future of audience engagement.

As studios have successfully leveraged TikTok dances in projects like Barbie, M3gan, and Wednesday, it is likely that this promotional approach will persist.

Subsection 1.1.1: Case Study - M3gan

Universal’s M3gan was initially a unique title during its production phase. Recognizing the challenges of marketing it effectively, the producers targeted their audience where they were most active—on TikTok. They engaged social media specialists and the cast to develop a catchy dance that resonated with viewers. The outcome? A viral sensation with over 173 million views on TikTok, significantly boosting the film’s box office performance, which exceeded $30 million in its opening weekend.

Section 2.1: The Success of Wednesday

When Netflix announced the development of Wednesday, excitement was palpable among fans of The Addams Family. To ensure the series appealed to its target young adult demographic, producers brainstormed marketing strategies. An initial idea involved a flash mob scene, but it felt too contrived. Jenna Ortega, the actress portraying Wednesday, proposed a solo dance, which she improvised. This unexpected move turned into a viral phenomenon, racking up nearly 500 million views across platforms.

The success of this dance not only propelled Wednesday into one of Netflix's most popular series but also led to a surge in subscriptions. The show's popularity prompted Netflix to secure a second season, even negotiating with Amazon for the rights to continue the franchise on their platform.

Section 2.2: Barbie's Viral Dance Craze

The release of Barbie in July 2023 quickly became a cultural phenomenon. Initially expected to perform modestly, the film instead captured audiences' attention in unprecedented ways. Warner Brothers crafted a savvy marketing campaign that included various TikTok dances, particularly highlighting a vibrant dance party scene featuring “Dance The Night” by Dua Lipa. This specific clip amassed over 750 million views, contributing significantly to the film's impressive over $1 billion box office earnings.

With the successes of such projects, the trend of TikTok dance videos has burgeoned, with many aspiring creators hoping to achieve the next viral hit. This highlights a vital consideration for marketers: a seemingly trivial TikTok dance can translate into substantial financial gains.

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