"Within our digital marketing team, we operate like fans," McElroy shared (via ). "If we're trying to have a conversation with fans online, we need to be able to speak their language." Lionsgate works with "legacy agencies" to create a more "polished" voice on Facebook and Instagram. Meanwhile, TikTok users make content that is "native to the platform."
""When we started posting Twilight content on TikTok, it wasn't with the goal of driving revenue or bringing the film back to theaters," McElroy explained. "Our goal was just to make sure we're creating a community and sustaining it.""
"Fan edits have become a popular trend on social media sites like TikTok. They are typically clips from a certain fandom set to music."
Fan edits are short clips from specific fandoms set to music and have become popular on platforms like TikTok. A fan edit for Ryan Coogler's 2015 film Creed helped the film go viral and coincided with a reported 29% increase in viewership. Lionsgate is hiring fan editors to produce platform-native content and engage fandom communities, differentiating that approach from more polished posts produced by legacy agencies for Facebook and Instagram. Lionsgate will test this strategy with the Twilight re-release. Professional editors on Reddit have shared varied reactions to studios hiring fan editors for marketing roles.
Read at The Daily Dot
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