Cannes Film Festival, TikTok and the opium of young people - Companies

Cannes Film Festival, TikTok and the opium of young people – Companies

If you’re a movie lover, I’m sure you’ll have watched live the arrival of American stars on the steps of the Cannes Film Festival this weekend.

But, what you will have probably also noticed, is a host of new faces unknown to the general public, unknown faces walking the same red carpet as Tom Cruise or Julia Roberts.

Finally when I say “unknown”, I obviously mean the generation of “boomers” as we say today. These unknown heads are paradoxically well-known influencers or influencers among young people.

Especially those who are glued to the TikTok application. In fact, TikTok is an official partner of the Cannes Film Festival. While Amazon and Netflix had all the trouble in the world to be accepted at Cannes, for TikTok, it was very fast in short.

The arrival of social networks in Cannes is the invasion of the barbarians, season 2 as nicely written Le Figaro. And if TikTok, YouTube and Meta are fighting a battle to attract attention at Cannes, it’s not by chance, it’s also to win the marketing budgets of the cinema industry.

Before shrugging your shoulders, to the tune of “there’s more than these stupid apps”, I remind you that TikTok has 1.6 billion active users per month, that’s more than Twitter, Snapchat and LinkedIn combined.

Moreover, the financiers are not mistaken, if a few months ago still Netflix was worth more than 300 billion dollars, its value on the stock market is only 80 billion today.

While the Chinese parent company of TikTok is valued today at 360 billion dollars. What’s crazy is that this phenomenal sum was financed by a single currency: our attention or that of our children, better still, while Cannes is the showcase for the global know-how of directors, sound engineers, cameramen , actors, makeup artist, special effects specialists and so on,…

TikTok makes money by employing minimal people. Indeed, 55% of TikTok users create their own videos on this platform, as explained by Scott Galloway, professor of digital marketing at New York University.

TikTok can count on a “talent” pool of 870 million people, more than 1000 times the number of people employed by the entire film and television industry worldwide.

This pool of talent costs nothing. Scott Galloway did the math: America’s top 8 media companies will spend $115 billion on original content this year. The social platform TikTok produces its content for almost nothing or almost!

In summary, if on Netflix there are consumers and creators, on TikTok creators and consumers are the same person. The only problem, but it is a big one, is that the fuel of TikTok – like other asocial networks – is that it captures our most precious asset, our attention, therefore our time.

It’s quite ironic. Due to their zero-covid policy, the Chinese government prevents the export of a lot of Made in China products except one: opium. This new opium of the people is called TikTok. Every time you see a youngster with his eyes open, in a semi-comatose state and showing no sign of life other than a swipe of his fingers across his screen, think opium and the 360 ​​billion valuation dollars from TikTok.

But, what you will have probably also noticed, is a host of new faces unknown to the general public, unknown faces walking the same red carpet as Tom Cruise or Julia Roberts. Finally when I say “unknown”, I obviously mean the generation of “boomers” as we say today. These unknown heads are paradoxically well-known influencers or influencers among young people. Especially those who are glued to the TikTok application. In fact, TikTok is an official partner of the Cannes Film Festival. While Amazon and Netflix had all the trouble in the world to be accepted at Cannes, for TikTok, it was very fast in short. The arrival of social networks in Cannes is the invasion of the barbarians, season 2 as Le Figaro nicely writes. And if TikTok, YouTube and Meta are fighting a battle to attract attention at Cannes, it’s not by chance, it’s also to win the marketing budgets of the cinema industry. Before shrugging your shoulders, to the tune of “there’s more than these stupid apps”, I remind you that TikTok has 1.6 billion active users per month, that’s more than Twitter, Snapchat and LinkedIn combined. Moreover, the financiers are not mistaken, if a few months ago still Netflix was worth more than 300 billion dollars, its value on the stock market is only 80 billion today. While the Chinese parent company of TikTok is valued today at 360 billion dollars. What’s crazy is that this phenomenal sum was financed by a single currency: our attention or that of our children, better still, while Cannes is the showcase for the global know-how of directors, sound engineers, cameramen , actors, makeup artist, special effects specialists and so on,… TikTok makes money by employing a minimum of people. Indeed, 55% of TikTok users create their own videos on this platform, as explained by Scott Galloway, professor of digital marketing at New York University. TikTok can count on a “talent” pool of 870 million people, more than 1000 times the number of people employed by the entire film and television industry worldwide. This pool of talent costs nothing. Scott Galloway did the math: America’s top 8 media companies will spend $115 billion on original content this year. The social platform TikTok produces its content for almost nothing or almost! In summary, if on Netflix there are consumers and creators, on TikTok creators and consumers are the same person. The only problem, but it is a big one, is that the fuel of TikTok – like other asocial networks – is that it captures our most precious asset, our attention, therefore our time. It’s quite ironic. Due to their zero-covid policy, the Chinese government prevents the export of a lot of Made in China products except one: opium. This new opium of the people is called TikTok. Every time you see a youngster with his eyes open, in a semi-comatose state and showing no sign of life except for a swipe of his fingers on his screen, think opium and the 360 ​​billion valuation dollars from TikTok.

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