How TikTok and BAFTA Are Rewriting the Rules of Entertainment Marketing

Tik Tok x Bafta x Engine Pop

ENGINE ROOM NEWS & INSIGHTS | MAY 2025

By Athena Witter, Founder, Engine Pop

At the Create London Festival, I had the honour of hosting a panel titled “How TikTok is Shaping the Future of TV and Cinema”—a conversation that brought together two forces redefining modern entertainment: TikTok and BAFTA.

Alongside me were Amy Johal, Entertainment Partnerships Lead at TikTok, and Paul MacMahon, Head of Digital Content at BAFTA. What followed was a compelling deep-dive into how short-form content, creator culture, and platform innovation are transforming the way audiences discover, engage with, and celebrate film and television.

One headline figure framed the entire discussion: 246 million searches for film and TV content take place on TikTok globally—every single day.

“For us at BAFTA,” Paul shared, “this isn’t just a shift in marketing—it’s a shift in mindset. TikTok has helped us meet new audiences where they are and offer them a way into the world of film that feels native, personal and real.”

From Red Carpets to Real-Time Trends

BAFTA’s digital evolution wasn’t overnight. It involved rethinking everything—from coverage formats to community building. By leaning into TikTok’s creator-first approach, BAFTA didn’t just widen its audience; it deepened its relevance.

Paul put it plainly: “We saw a 243% increase in engagement from the previous year. That’s not incremental—that’s transformational.” He attributed much of this to creative risk-taking, new storytelling formats, and leveraging live moments in innovative ways.

From David Tennant’s instantly-viral musical monologue to behind-the-scenes creator content via TikTok’s Film Club—a curated community of 100+ film-loving creators—the campaign achieved 123.8 million views across platforms, with TikTok playing a central role in its success.

“It was less about us creating every piece of content, and more about enabling the community to take ownership of the conversation,” Paul added. “That’s where the real magic happens.”

A New Era of Studio Strategy

As Amy Johal noted during the session, today’s entertainment campaigns start earlier, go deeper, and involve TikTok from day one. TikTok’s Spotlight tool, for instance, enables attribution for off-platform actions like ticket sales—helping studios directly link TikTok content to box office performance.

Examples like Dune: Part Two and Anyone But You weren’t just success stories—they were proof points for what happens when creativity and community work hand-in-hand. “Studios are no longer bolting TikTok on at the end,” Amy said. “They’re baking it in from the beginning.”

Key Lessons for the Industry

The session wrapped with forward-looking advice tailored to four groups shaping the future of entertainment:

• Studios should build TikTok into the creative DNA of every campaign.

• Indie filmmakers can use TikTok as a low-cost, high-reach incubator for both ideas and audiences.

• Broadcasters need to stop seeing social as a side-channel and instead centre short-form as a key pillar of storytelling.

• Creators should trust their voice, stay trend-aware, and be bold in how they show up.

Paul’s final note struck a chord: “This is about creating pathways. Not just for content, but for people—for new voices, for young fans, for future filmmakers.”

A Closing Thought

TikTok has evolved into a cultural engine—fueling discovery, creativity, and connection across generations. BAFTA has shown what’s possible when legacy meets innovation. Together, they’ve brought the glamour of awards season into the feeds, hands, and hearts of millions.

Awards season comes to life on the platform and the future of entertainment is being written in 15-second stories.