{"id":295427,"date":"2025-11-19T19:08:11","date_gmt":"2025-11-19T19:08:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/295427\/"},"modified":"2025-11-19T19:08:11","modified_gmt":"2025-11-19T19:08:11","slug":"how-tiktok-helped-celebrity-traitors-with-young-audiences-going-viral","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/295427\/","title":{"rendered":"How TikTok Helped ‘Celebrity Traitors’ With Young Audiences & Going Viral"},"content":{"rendered":"

\n\tAt this year\u2019s Cannes Film Festival, TikTok<\/a> UK boss Dominic Burns<\/a> told Deadline how the social media behemoth had deepened ties with the TV and film industry <\/a>with the launch of its Spotlight tool in the UK.<\/p>\n

\n\tToday, Burns detailed to the British Screen Forum<\/a> (BSF) how some of the biggest British shows of the past few months have been helped along by Spotlight, which works with studios and broadcasters to provide data and analytics on what is popping on the platform.<\/p>\n

\n\tBurns said BBC<\/a> smash Celebrity Traitors<\/a> was able to take advantage of this and draw a younger, more social media-friendly audience to what has been one of the biggest TV shows of the year. <\/p>\n

\n\t\u201cIt feels like [Spotlight] had an impact in terms of bringing a younger audience to that show and helping what was already going to be a massively successful format,\u201d said Burns on a BSF panel titled \u2018Setting the Scene\u2019. \u201cThat came indirectly from TikTok, directly back to the show.\u201d<\/p>\n

\n\tSocial media was a big driver to Celebrity Traitors and the BBC focused much of its energy on companion content to the camp-y, viral series, which was won by comedian Alan Carr in what was one of the most dramatic moments in the show\u2019s history. A second season is already in the offing, along with a fourth season of the civillian version.<\/p>\n

\n\tTikTok\u2019s Spotlight tool has been live in the U.S. for more than a year, providing an insight into fandoms and what is driving conversation. \u201cEveryone was aware there are these viral moments on social that can have an impact on audiences for TV and film,\u201d added Burns today of how Spotlight helps Celebrity Traitors and beyond. \u201cWe\u2019ve tried to directly connect and attribute those views and videos directly to pushing value for those businesses. So we can provide data and analytics in realtime on what that fandom looks like and can directly link those videos from the fans which represent 95% of that conversation, versus the 5% coming from the offical sources.\u201d<\/p>\n

\n\tBurns said the ByteDance-owned platform is looking to \u201citerate and develop\u201d across news and sport over time \u201cso it becomes more direct in the months and years to come.\u201d<\/p>\n

\n\tBFI<\/a> audiences director Ben Luxford flagged a real-world example with heartwrenching Andrew Garfield-Florence Pugh movie We Live in TIme, which triggered a viral TikTok trend of audiences on both sides of the pond filming themselves before the movie and after the movie and trying to prove they weren\u2019t crying. <\/p>\n

\n\t\u201cTikTok was a massive reason the [BFI-run] London Film Festival was so successful this year,\u201d added Luxford. \u201cThey were media partners and brought a lot to it from the experiential side. Social media was always an aspect but there is now an urgency to that trend.\u201d<\/p>\n

\n\tBurns said TikTok has no plans to directly finance content but its role is \u201csupporting and enabling that conversation.\u201d <\/p>\n

\n\tHe has been spending his time schmoozing top execs, telling the BSF this morning that \u201cgetting closer to the TV and film industry is so important for us.\u201d <\/p>\n

\n\t\u201cWe see U.S. and UK content travelling and providing IP that fans are expressing their fandom and love for the world over,\u201d he added. \u201cThat\u2019s why the UK screen industry holds such an important place for us.\u201d<\/p>\n

\n\tUnsurprisingly, Burns touches on the hot topic of artificial intelligence<\/a> (AI<\/a>) and how AI is helping TikTok with content moderation, within limits and with a certain degree of nuance.<\/p>\n

\n\tHe said AI is playing a \u201cvaluable role\u201d in helping TikTok moderate offensive content at an \u201cincredible pace,\u201d but this requires help from humans.<\/p>\n

\n\t\u201cThere are nuanced issues that can come through from content that AI doesn\u2019t yet understand,\u201d he added. \u201cThis [content] is maybe offensive to a particular community. So in moderation it is an absolute combination of the technology and the human that makes it work.\u201d<\/p>\n

\n\tBurns was speaking on a BSF panel before the likes of Richard Curtis and Prime Video UK boss Andrew Bennett.<\/p>\n","protected":false},"excerpt":{"rendered":"At this year\u2019s Cannes Film Festival, TikTok UK boss Dominic Burns told Deadline how the social media behemoth…\n","protected":false},"author":2,"featured_media":295428,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[256,254,64,63,1576,41274,169462,447,133233,169463,134,169464,54532,101],"class_list":["post-295427","post","type-post","status-publish","format-standard","has-post-thumbnail","category-celebrities","tag-ai","tag-artificial-intelligence","tag-au","tag-australia","tag-bbc","tag-bfi","tag-british-screen-forum","tag-celebrities","tag-celebrity-traitors","tag-dominic-burns","tag-entertainment","tag-techline","tag-the-traitors","tag-tiktok"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/295427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=295427"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/295427\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/295428"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=295427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=295427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=295427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}