TikTok serves as a strategic marketing tool for the film industry

A study published in the Miguel Hernández Communication Journal analyzes how TikTok has become a strategic marketing tool for the U.S. film industry. By examining 919 videos from the 25 highest-grossing American films released in 2022, researchers assessed the effectiveness of various content formats used by distributors.

The findings indicate that while teasers are the most frequently used format, trailers generate the highest levels of user interaction. In contrast, memes—though widely utilized—generally yield lower engagement rates.

Regarding user behavior, the research notes that audiences view TikTok as a primary platform for film discovery, second only to YouTube. However, users tend to engage passively, frequently liking or sharing content but rarely commenting on official posts.