TikTok and Instagram were examined to determine how the TV-MA ranked programs “Euphoria,” “13 Reasons Why,” “Big Mouth,” “A Teacher,” “pen15,” “Sex Education,” “Squid Game,” “Cuties,” and “Panic” are marketed toward teenagers.
Violent clips as teen show teasers
According to PTC President Tim Winter, Hollywood is bypassing parents by sharing explicitly sexual content directly to children and young people via TikTok and Instagram. A TV-MA rating should act as a gatekeeper for children who want to find out more about a program.
“Social media gives children extensive access to these programs. It doesn't matter whether their families use a particular streaming platform. Hollywood is using exactly this back door.”
Tim Winter, PTC President
Using the account of a 13-year-old child on TikTok and Instagram, the following insights were gained. HBO appears to be investing heavily in using TikTok and Instagram as marketing platforms for its original series. Unlike other titles analyzed, the hashtag “#euphoria” alone led users to a landing page that appeared to carry the network’s branding. The official “Euphoria” page has 7.8 million followers on Instagram. Users over 60 have their own fan pages. The Euphoria hashtag has been used in more than 3.7 million posts. On TikTok, the Hastag had already accumulated over 50 billion views in August 2022.
Hollywood senses big business
Big Mouth's official TikTok account has 36,500 followers and the hashtag "bigmouthnetflix" has 241.5 million views. An additional 44 additional hashtags related to the show lead to millions more views. With 676.5 million views on TikTok, the study found that the hashtag “sexeducationnetflix” has no doubt that teens are familiar with this TV-MA-rated series. The official Instagram account also has four million followers. “pen15,” Hulu’s teen-focused series, appears to have more followers on TikTok than Instagram. The official figures only speak of 106,000 followers. Searching for “#pen15hulu,” on the other hand, returns 65.9 million views.
The success of the large formats is based on violent advertising among users who are too young
According to the study, the global success of Netflix's “Squid Game” in fall 2021 is largely due to social media and word of mouth. The hashtag “SquidGame” currently has 76.8 billion views on TikTok. At the end of October 2021, “Squid Game” achieved more than twelve million mentions on social media platforms worldwide and a reach of more than 36 trillion. The viral marketing of “Squid Game” trickled down to younger people via Roblox, Minecraft and YouTube. According to the study, this aroused interest among viewers who are actually too young to be able to deal with the violent content.
Source:
Press release
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