The era of AI and social media platforms has blown open the marketing playbook for bringing audiences to entertainment and experiences. That was the sentiment shared by six top marketers who spoke Thursday at Variety‘s Entertainment and Technology Summit in Los Angeles.
\n\nThe subject of the creator economy and its impact on selling everything from soap to soap operas was a dominant theme of the day. And it was center stage in the panel with executives from Archrival, TikTok, Spotify, Pinterest, AMC Global Media and Lionsgate, which was moderated by Dea Lawrence, Variety‘s publisher and co-president.
\n\nEntertainment marketers once closely guarded their marketing materials and spooned out their campaigns with tactical precision on timing and platforms. Social media and social video in particular require studios and creatives to allow their fans to offer their takes on their favorite properties. It’s particularly prevalent on TikTok, of course.
\n\n“That participatory culture of co-creation is so unique to us, and that’s why [TikTok] participants are very engaged in creating,” said Dawn Yang, global head of entertainment for TikTok. “We have over 12 million TV and film posts that are posted by our users every day now, and that just gives you the perspective…
Original source: https://variety.com/v/tv/