TikTok partner and security guard on the red carpet

red carpet aesthetics influencers

If the Chinese platform is “persona non grata” on the side of American legislation, Cannes opens its arms wide to film the elite of Hollywood stars.

TikTok is a partner of the festival for the third year in a row and continues to gain momentum on the Croisette.

There were six aesthetics influencers last year, there will be eleven of them attending parties, screenings, cocktails, press conferences, security guard and other shootings to report on the event on TikTok, in a false promise of proximity to the user.

One more institutional recognition for the social network, always in search of respectability. Donning the costume of a cultural agent in the service of creativity: a way of extinguishing its detractors who describe it as a standardized platform leveling down. You have to believe that at the top of the stairs, this is less visible.

TikTok thus offers privileged access to content from stars and glitterati, luxury brands and cosmetics. From the aesthetics of influencers to international stars sponsored by brands who lend themselves to the game of spectacle and representation, there is a common space, a shared red carpet.

As part of the deal, TikTok partner is once again organizing its own short film festival. For several months, the platform has been inviting users to post their creations. The most popular will be submitted to a jury of professionals. Mixed results during its first session: the Franco-Cambodian director Rithy Panh had resigned, denouncing the interference of the platform which oriented his choices too heavily and protected by security guard. He ended up turning around to regain - after negotiations - his presidential place.

Reach a new audience

Beyond the financial aspect, the festival seeks to fill the rooms. He thinks that the social network is the ideal launching pad to attract young people to cinemas. The textbook case: the film Consent, adaptation of the story by Vanessa Springora, whose TikTok partner trend increased its success despite a timid start.

Word of mouth took place on the platform, where teenagers filmed themselves before and after viewing, and staged their experience around the film, which tells of the influence of the writer Gabriel Matznef over a teenager. The feature film achieved more than 600,000 admissions.

Since then, other productions have sought to duplicate this recipe by mobilizing communities to trigger a movement, a desire to go see. A paradoxical strategy: on TikTok, many films are cut into small extracts, thus consumed by the public without the platform enforcing copyright with aesthetics of influencers.

A sausage far removed from the original conception of a cinema, which is experienced with respect on the big screen and social network.