{"id":6075,"date":"2022-02-23T17:01:32","date_gmt":"2022-02-23T17:01:32","guid":{"rendered":"https:\/\/genhq.com\/?p=6075"},"modified":"2022-09-15T21:11:29","modified_gmt":"2022-09-15T21:11:29","slug":"influence-of-tiktok-on-hollywood","status":"publish","type":"post","link":"https:\/\/genhq.com\/influence-of-tiktok-on-hollywood\/","title":{"rendered":"CGK President Jason Dorsey Speaking to CNBC about the Influence of TikTok on Hollywood and Reaching Gen Z Audiences"},"content":{"rendered":"<p><a href=\"https:\/\/genhq.com\/wp-content\/uploads\/2022\/02\/Hollywood-TikTok-Blog-copy.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-6076 size-full\" src=\"https:\/\/genhq.com\/wp-content\/uploads\/2022\/02\/Hollywood-TikTok-Blog-copy.jpg\" alt=\"\" width=\"1024\" height=\"345\" srcset=\"https:\/\/genhq.com\/wp-content\/uploads\/2022\/02\/Hollywood-TikTok-Blog-copy.jpg 1024w, https:\/\/genhq.com\/wp-content\/uploads\/2022\/02\/Hollywood-TikTok-Blog-copy-300x101.jpg 300w, https:\/\/genhq.com\/wp-content\/uploads\/2022\/02\/Hollywood-TikTok-Blog-copy-768x259.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Gen Z is the most sought-after emerging consumer group for many companies, advertisers, and brands around the world\u2014and now <\/span><i><span style=\"font-weight: 400;\">Hollywood<\/span><\/i><span style=\"font-weight: 400;\"> is taking action. Not only is Gen Z coming of age as coveted consumers and marketplace trendsetters, but they are driving trend adoption for older generations, too.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What happens when you combine Gen Z\u2019s burgeoning consumer influence, social media savvy, and Hollywood\u2019s prowess for spotting emerging talent: Hollywood agents finding their newest talent on TikTok, of course!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Recently, CGK President Jason Dorsey spoke with CNBC to share <\/span><a href=\"\/\"><span style=\"font-weight: 400;\">The Center for Generational Kinetics\u2019<\/span><\/a><span style=\"font-weight: 400;\"> research into the rapidly growing value of Gen Z and why TikTok is such an important platform for engaging (and understanding) this vitally important consumer group.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TikTok is the perfect medium for Gen Z breakout stars because it combines entertainment, personality, content, video, and fandom, all of which are perfect for discovering new talent that knows how to reach and keep the next generation of audiences. At the same time, you know that Jason frequently talks about the importance of <\/span><b><i>meeting Gen Z where they are right now<\/i><\/b><span style=\"font-weight: 400;\">. In Gen Z\u2019s case, that\u2019s TikTok.<\/span><\/p>\n<blockquote><p><b>\u201cAs Gen Z comes up, they really are the best predictor of the future. Smart brands are trying to figure out how you connect with them in a sincere way. If you win Gen Z, you can win everyone else.\u201d<\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">As you may have witnessed during the \u201crise of Millennials\u201d in the late 2000s and early 2010s, many established brands missed the opportunity to connect with Millennial consumers because they dismissed the generation as eventually communicating, shopping, and buying like the generations before them. That obviously did not happen (see: Blockbuster, Sears, and 1000s more now out of business retailers). Today, companies and their leaders are determined not to make that mistake twice\u2014or have it end up as the capstone (or tombstone) on their career.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, smart leaders are paying very close attention to how Gen Z uses technology, communicates, learns, builds community, pays, and establishes consumer loyalty. Engaging Gen Z early and accurately is critically important, and that often starts at the intersection of entertainment, community, and technology, aka TikTok. Case in point: TikTok received more traffic in 2021 than Google!!!\u00a0<\/span><\/p>\n<blockquote><p><b>\u201cThat\u2019s why you are seeing talent agencies, marketing agencies, influencer agencies, all kinds of branding agencies going to TikTok because that is the place where Gen Z already is. If you want to reach them, you have to go to where they are because you have virtually zero chance of getting them to where you are.\u201d<\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">TikTok is particularly compelling for Hollywood agencies because the platform allows agents to see the personality, creativity, and on-camera talent of Gen Z emerging stars and influencers on their favorite device and in their preferred setting (which might be their living room). At the same time, the best TikTok influencers are building <\/span><i><span style=\"font-weight: 400;\">massive<\/span><\/i><span style=\"font-weight: 400;\"> engagement, with many boasting more than one million followers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having a large, highly engaged following of fans who already <\/span><i><span style=\"font-weight: 400;\">know<\/span><\/i><span style=\"font-weight: 400;\"> the Gen Z <\/span><i><span style=\"font-weight: 400;\">influencer<\/span><\/i><span style=\"font-weight: 400;\"> via TikTok is one fantastic audition for Hollywood agencies, directors, and talent scouts. It also creates a built-in audience for any projects that the TikTok influencer participates in via traditional entertainment outlets, such as movies or streaming series. Candidly, it\u2019s often a win\/win for everyone involved\u2014from the Gen Z creator to the agents, producers, directors, studios, financiers, brands, and the creator\u2019s fans!\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to spotting new talent on TikTok, Hollywood agencies are taking a cue from these non-traditional-celebrity influencers and bringing over established celebrities to TikTok to build a following with the next generation, too. This platform provides an ideal medium for re-introducing (or introducing) traditional celebrities because the videos are short, engaging, and enable celebrities to be more of themselves rather than portraying a role\u2014especially if it was from a traditional TV series or movie from \u201cway back\u201d in the 1990s (aka vintage).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, the sense of authenticity, vulnerability, and connection available on TikTok is what attracts the next generation to traditional celebrities who have made the move to the platform. For example, a well-received approach on TikTok is for celebrities to give fans a glimpse into their \u201creal\u201d lives\u2014and not just the pretty parts\u2014and it is bolstering their careers and introducing established celebrities to a whole new generation of fans who might have been born long after the celebrity\u2019s start peaked.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do we predict about the future of TikTok, Gen Z, and the emergence of a new generation of celebrities? Even though the platform has now been around for a while, we believe that the talent, connection, community, and brand ROI it is generating is barely getting started. A further prediction: get ready to see many more TikTok stars on an increasingly large screen near you!\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Generation Z further enters adulthood, as their influence and spending power continue to increase, we are looking forward to continuing to discover new insights about their impact, mindset, inspirations, and influence. At The Center for Generational Kinetics, we will be watching this exciting generation unfold and share our findings with you. Be on the lookout for our next <\/span><a href=\"\/the-generations-hub\/state-of-gen-z\/\"><span style=\"font-weight: 400;\">State of Gen Z<sup>\u00ae<\/sup><\/span><\/a><span style=\"font-weight: 400;\"> 2022 study coming soon!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thank you for being on this journey of research, insights, and discovery with us and Gen Z.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What happens when you combine Gen Z\u2019s burgeoning consumer influence, social media savvy, and Hollywood\u2019s prowess for spotting emerging talent: Hollywood agents finding their newest talent on TikTok, of course!<\/p>\n","protected":false},"author":7,"featured_media":6076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28,23,25,31],"tags":[33,50,51],"class_list":["post-6075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gen-z","category-media","category-research","category-trends","tag-gen-z","tag-hollywood","tag-tiktok"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Generations Blog | TikTok, Talent, and Gen Z<\/title>\n<meta name=\"description\" content=\"CGK President Jason Dorsey shares our research on the growing value of Gen Z and why TikTok is an important platform for engaging with them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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