The landscape of Hollywood, once dominated by a select few studios and traditional media channels, has undergone a seismic shift with the introduction of social platforms. 

This transformation has impacted every facet of the industry – from what type of content is created, to box office numbers. While traditional marketing avenues have proven ineffective in recent years, social media offers a promising future for studios, creators, and consumers. 

User-generated content and influencer culture

Social platforms are a new frontier for quality content and 46% of Americans say they watch more user-generated content on social media than movies and television on streaming services. By democratising content creation, anyone with a smartphone and an internet connection can become a content creator without the hassle of traditional gatekeepers like talent agents and studios. With over 1 billion monthly users worldwide, TikTok has become a leading global platform for creative content and has established itself as a place for the next generation of talent to be discovered and nurtured. 

The result? Opportunities to collaborate with hugely influential creators to boost reach and attract new audiences for future entertainment projects. Collaboration can increase authenticity and relatability, which resonates well with younger audiences. We’re even seeing a rise in influencer cameos making their way onto the big screen. 

Authenticity and accessibility

We're in an era where likes, comments and saved content shape personal feeds and engagement habits across platforms. One of the most significant shifts afforded by social media is the ability for entertainers to engage directly with audiences. Platforms enable celebrities to share behind-the-scenes access, personal stories, and real-time updates – making audiences feel like they are part of the process. This direct line of communication fosters a sense of inclusion and loyalty, creating fans who are invested in the project.

Social media also allows audiences to engage with one another, creating community and shared experiences. A study revealed that 78% of millennials prefer to spend money on experiences rather than tangible items – with 55% of millennials saying they’re spending on events and live experiences more than ever. When we look at the success of campaigns like that surrounding last year’s Barbie movie, it’s clear that an accessible and inclusive social campaign can lead to big results. 

Data-driven insights and real-time feedback

Social media provides invaluable data on audience preferences and trends. Studios can leverage this data to make decisions about casting, plotlines, and marketing strategies. 

By analysing social media discussions and engagements, streaming platforms can also tailor content recommendations, enhancing viewer satisfaction and retention. One example is the success of Netflix’s Stranger Things, with a marketing campaign that was structured as an analysis of audience preferences and social media trends. 

Social media allows for real-time feedback from audiences, allowing for studios to test out content and make quick changes if needed. If a trailer receives negative feedback, adjustments can be made before the final release. A notable example is Sonic the Hedgehog – with the title character having to be redesigned following an outcry from audiences. Reactions like this on social media can also influence future projects, ensuring that content is more aligned with viewer expectations.

What’s next for entertainment? 

The relationship between social media and the entertainment industry is a dynamic and evolving one. 

Social media has not only transformed how entertainment is marketed and consumed, but also redefined how content is created. We’re entering a new era for Hollywood – transforming it into a more inclusive, collaborative, and audience-centric industry. 

Ultimately, entertainment and the cultural landscape go hand-in-hand, and as things grow and change, Hollywood must as well. 

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