The recent Entertainment and Technology Summit held by Variety in Los Angeles highlighted how the rise of AI and social media is reshaping marketing strategies within the entertainment sector. Six leading marketers discussed the significant influence of the creator economy, particularly how social media platforms like TikTok are evolving audience engagement.
Dawn Yang of TikTok emphasized the importance of a participatory culture, noting that users produce over 12 million posts related to TV and film daily, showcasing their passion for content. Lionsgate’s Briana McElroy revealed that the company collaborates with fans to create content for TikTok, acknowledging the authenticity and creativity of young users.
Archrival’s Ben Harms stressed that successful brands in the next decade will focus on adding real value to people’s lives, rather than just capturing attention. Pinterest’s Sara Pollack discussed how fans utilize the platform to turn their fandom into tangible experiences, citing a partnership with Warner Bros. that created immersive real-world activities tied to a film.
Spotify’s Jenny Haggard pointed out the mistake of lumping Gen Z into a single category, emphasizing that life stage matters more than age. She noted that Gen Z enjoys long-form content, provided it is of high quality, challenging the perception that they demand shorter media.
AMC Global Media’s Kim Granito highlighted the need for marketers to cater to diverse fan expressions, advocating for pathways that allow individuals to engage with content in their own unique ways. The summit underscored the necessity for marketers to embrace creativity and authenticity to connect meaningfully with audiences.
