Copyright Variety
If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission. In the shifting sands of Hollywood’s attention economy, TikTok isn’t just a disruptive force anymore — it’s the unofficial showrunner of a new era. What started as a Gen Z-leaning social app has quickly become the entertainment industry’s most unpredictable trendsetter, reshaping everything from talent discovery to studio marketing strategy to the way stories are written, edited and consumed. The rules that governed the last century of entertainment — multi-season arcs, theatrical windows, prestige runs on cable — now share space with a format where a 12-second clip can launch a career or mint a No. 1 single before a studio even approves a press junket. Hollywood has always chased the audience, but TikTok flipped the chase as audiences decide a hit before the industry even recognizes it as one. Studio marketing teams, once married to the three-minute trailer and the primetime late-night rollout, are now operating like meme labs. Instead of cutting one master trailer, they’re slicing footage into 9:16 vertical teasers built to hook in the first 1.5 seconds and even creating TikTok-inspired fan edits garnering millions of views. Felipe Mendez, who manages the Lionsgate account, poached a 15-person roster of these Tiktok creators to make fan edits for the studio. “We’re going to the artists that fans are already obsessed with and saying: ‘We want you to create what you’re already doing; we just want to work together,’” Mendez told Variety earlier this month. Mendez says he realized the potential of fan edits a couple years ago, when “Suits” videos were garnering hundreds of millions of views on TikTok. He credits those clips with catapulting the 2010s legal drama to the most-streamed show of 2023 and spawning a spinoff. It’s also shifted creative development itself. Writers’ rooms are being asked to identify “the TikTok moment” while a show is still on the whiteboard and casting directors are finding talent straight off their own algorithms. When “Saturday Night Live” announced its newest featured players this season, more than one had been plucked directly from TikTok comedy feeds, such as Veronika Slowikowska. The platform has become an unofficial farm system for late-night and studio comedy, where a 45-second character bit can do more for a performer’s career than five years at the Groundlings.
