If you know that 80% of the movie-goers are less than 40 years old, then you need to offer them ad content that will resonate with them. And if you need to reach a diverse audience, then DEI, particularly diversity must permeate your strategy.
Screenvision has made some really strategic partnerships in this respect.
When you wish to engage the under 40’s, then TikTok is the way to go.
The main appeal of TikTok is its unique format, which usually has videos with all kinds of music. It is highly interactive and keeps the attention of users through its engaging content and format. Brands can offer a fun and interesting way for customers to interact with them. Its unique format lends itself to a very enjoyable way for brands to promote their products. TikTok’s wide appeal is something brands must take into account while planning their marketing strategy.
When a younger demographic goes to the movies, what better way to get their attention than through TikTok – shorter brand videos before the long movie screening! It appeals to the younger crowd and keeps them fully engaged, making them want to watch the pre-movie show almost as much as they want to watch the movie itself.
This generation of people, the young Gen Z is the most diverse and accepting of different kinds of value systems, ethnicities and people groups. They are the first ever minority-majority generation. And when it comes to appealing to them, there needs to be a fundamental shift in the strategy and messaging. The very diverse audience itself has expressly and overtly stated that they would support brands that took a stand to have diversity, equality and inclusion as an important part of their business strategy.
Hartbeat is a minority-owned outfit – the very clued-in Gen Z will know and appreciate that. And Screenvision partnering with Hartbeat to work at bringing brands closer to their diverse audiences is a great move. They are a minority and know diversity firsthand, making them the best orchestrators of this.
Screenvision really seems to know what it is doing. And has a powerful message for the marketers of today – if you want to resonate with the younger generation, you need to do it right. If it means, you take TikTok to the movies, then that’s what you got it do!