Following the lowest ratings in the series’s history last year, the Oscars are embracing TikTok content creators and social media to buzz Hollywood’s biggest night and reach a demographic that spends hours consuming short videos online.
The Academy contacted Feldman for a behind-the-scenes collaboration at the Oscars. Until he received this call, Feldman did not know that his TikTok account, which focuses on the film industry and has over 23 million likes, had caught the attention of gamers.
As a production assistant, he posted the backstage on the set under the TikTok handle @guywithamoviecamera to its over 600,000 followers. One of his most popular posts shows him setting up a table to read on the set of “The Marvelous Mrs. Maisel ».
“There’s nothing I like about talking about movies. I just like storytelling,” said Feldman, who has more than 600,000 followers.
The Oscars did not respond to requests for more information about their collaboration with content creators this year.
Provides TikTok backstage
Feldman has provided behind-the-scenes surprise meetings with celebrities, site preparations in the days leading up to the Oscars, the nominees’ lunch — even the length of the red carpet on which the stars walk. He will be at various backstage events of the Oscars on Sunday to give a taste of what is happening on the biggest night of Hollywood.
“They just let me have creative freedom and make content that is specific to TikTok,” he said. “I love the backstage; there are thousands of people who make it happen, rather than making sure the lighting is perfect … the sound is good. “These are people who are amazing at their job and they are sweating to do it,” he said.
Feldman shares his videos on TikTok, a platform that social media experts say attracts a much younger audience.
And in the wake of a series of scandals that have rocked Hollywood in recent years, the Academy may use social media to reach a demographic that is more averse to issues that plague traditional institutions.
“To utilize TikTok stars for reputation management and social responsibility campaigns, the Academy could use different TikTok star channels as platforms to explore visual rhetoric and differences in mediated representations such as race, ethnicity and color. “#OscarsSoWhite,” said Christina Ferraz. , founder of the marketing agency Thirty6five based in Houston.
TikTok is a more appropriate platform to upgrade the film industry compared to other social media platforms, as it promotes interpersonal connectivity through physical entertainment. Other platforms promote interpersonal connectivity through narrative experiences, Ferraz said.
“Both the film industry and TikTok rely heavily on promoting youth and beauty. It’s a natural marriage to align the brand,” Ferraz added.
Feldman said TikTok differs from other social media platforms because it is organic and has an algorithm that allows good content from people without many followers to reach a wide audience. This allows people without a lot of followers to go viral, providing an incentive to attract more content creators to the platform.
TikTok is also designed to allow creative processing on the platform, making it particularly popular with budding filmmakers, Feldman said. “It lets you process everything – as planned, a lot of it is meritocracy,” he said.
Some movies have already won the popularity contest
With the Oscars taking place this weekend, some films have already won the TikTok popularity competition. And a film industry trying to recover from a pandemic is paying attention.
This week, Lin-Manuel Miranda, who composed many songs for the Disney soundtrack “Encanto”, thanked TikTok users for helping the film’s album reach the top of the charts.
Miranda mentioned “really surreal and incredible dances” We Don’t Talk About Bruno “which includes the hit songs of the film that have gone viral on the platform.
“I wanted to take some time to thank you all for all your great videos with songs from ‘Encanto’ that helped make it one of the top soundtracks on TikTok and around the world,” Miranda said in a video that notified by TikTok. media team.
“We Don’t Talk About Bruno” is No. 5 on the Billboard Hot 100 this week.
Ferraz said it is vital for companies to embrace social media marketing for their own survival and longevity. But for a brand to have a strong presence on TikTok, it requires a change in marketing approach and a dedicated social media manager. Most organizations are reluctant to invest in creating these jobs, he said.
“There is a way for all companies to find a place on TikTok,” Feldman said. “Sometimes it means taking a break from traditional marketing and having some confidence in the creators and being willing to change your mind.”
Another Oscar-nominated film, Dune, which has 10 nominations, has also been launched on TikTok, where its hashtag has been viewed 1.3 billion times.
More publicity means more curiosity about the film and that translates into more money, he said.
Academy Awards 2022: How TikTok star Reece Feldman is creating buzz on the Oscars Source link Academy Awards 2022: How TikTok star Reece Feldman is creating buzz on the Oscars