In today’s entertainment landscape, social media marketing has become one of the most powerful drivers of box office success. Platforms like TikTok, Snapchat and Instagram are no longer just channels for promoting trailers; they are where film fandoms are created, trends emerge and cultural buzz begins.

Recent examples such as Wuthering Heights and Wicked, show how studios are harnessing social platforms to build momentum before audiences even step inside a cinema. A report from Snapchat and Omnicom Media Group found that 73% of moviegoers are more likely to watch a film if an online creator recommends it, while around 70% say social media posts encourage them to watch trailers. These insights highlight how digital platforms are shaping modern film discovery.

For marketers and PR teams, the message is clear: social-first campaigns are now essential to building blockbuster success.

Turning TikTok trends into box office buzz

One of the most striking examples of social-driven engagement has come from Wuthering Heights. Fans began sharing videos across TikTok and Snapchat, posing with cinema posters and recreating dramatic scenes inspired by the film’s characters.

What started as a handful of posts quickly became a trend, generating thousands of pieces of user-generated content and turning cinemas themselves into shareable social backdrops.

This type of organic content is marketing gold. Instead of relying solely on paid advertising, the campaign benefited from fans becoming active participants in the promotion.

For social media marketers, it is a powerful reminder that the most successful campaigns do not just reach audiences; they invite them to join the story.

Why Gen Z discovers films through social media

The rise of TikTok film trends has fundamentally changed how younger audiences decide what to watch.

According to the Snapchat–Omnicom study:

• 76% of Gen Z say social media trends influence their decision to go to the cinema
• 45% watch films to stay part of the online conversation
• Creators and influencers are among the most trusted sources for film recommendations

This means that social media marketing campaigns now have the power to create fear of missing out (FOMO) around a film release.

When audiences see a film dominating TikTok feeds, reaction videos and creator content, they feel compelled to watch it quickly so they can participate in the cultural moment.

Creators are the new film critics

Another key shift in entertainment marketing is the growing role of content creators and influencers.

Traditional film reviews still matter, but today’s audiences increasingly rely on TikTok creators, YouTubers and Instagram personalities for recommendations.

Studios have recognised this change and are incorporating creators directly into marketing campaigns. From influencer premieres to behind-the-scenes creator content, these partnerships generate authentic buzz that traditional advertising struggles to achieve.

This approach has helped films like Wicked build sustained online excitement. Social content featuring the cast, fan reactions and musical performances has driven millions of views across platforms, turning the film into a global cultural event.

Social media marketing is driving the modern box office

The success of films like Wuthering Heights and Wicked highlights how social media marketing strategies are evolving.

Instead of simply promoting a film, studios are creating campaigns designed to spark conversation and participation across platforms such as TikTok, Snapchat and Instagram.

The most effective campaigns often include:

• Creator partnerships to amplify reach
• TikTok trends and challenges that encourage participation
• Experiential activations designed for social sharing
• Behind-the-scenes content that keeps fans engaged

For brands and entertainment marketers alike, the lesson is clear: the real marketing moment happens online.

Want to see social media marketing in action?

At We Are SNS, we help brands create social-first campaigns that connect with audiences and generate real cultural buzz.

A great example is our UFIT campaign supporting the launch of a limited-edition product range in collaboration with the film Ghostbusters. Through a targeted social media marketing strategy, involving scroll-stopping content, the campaign successfully captured fan excitement around the iconic franchise and drove awareness for the new product line.

Explore more of our social media case studies to see how we help brands turn cultural moments into powerful marketing campaigns.