As the countdown begins for the 97th annual Oscars®, TikTok is waiting in the wings, ready to turn cultural moments into cultural movements. With its vibrant community of over a billion users worldwide, the platform brings fans closer to the nominees through the lens of our creators and publishers, amplifying the excitement around Hollywood’s biggest titles.

Nominees Embrace TikTok

Even long before awards season, nominated studios and streamers posted engaging videos of their films on TikTok to drive awareness, engagement, and industry recognition. Check out how Warner Bros. utilized TikTok’s Spotlight feature to promote Dune: Part Two, resulting in more than 260,000 fan created posts in the two weeks leading up to the movie premiere. Read more about how publishers can leverage the Spotlight feature in the Publisher Insights Hub.

The TikTok community not only consumes content, it also actively participates in these meaningful conversations. 69% of TikTok users have co-created content related to a show or movies1. And this year’s nominees were no exception. In his BAFTA acceptance speech, Conclave director Edward Berger recognizes fan content’s impact on the film’s success, attributing it to younger audiences who created viral moments and memes that helped connect generations.

Here are some examples of how studios and creators alike leaned on TikTok for
nominated films:

  • Neon | Anora - Studio NEON gives audiences an inside look at Anora, sharing a behind-the-scenes look at the script.
  • Heidi Wong | The Substance - Creator Heidi Wong breaks down artistic choices that make this film stand out.
  • Javier Ibarreche | The Brutalist - Creator Javier Ibarrache shares insights and analysis on the storytelling in The Brutalist.
  • Patrick Dougall | Wicked - Creator Patrick Dougall speaks with Wicked director Jon M. Chu about the viral Wicked trends that took TikTok by storm.
  • @durafest2, @jstoobs, @ladyyasmina | Wild Robot - TikTok facilitated creator interviews with writer and director Chris Sanders of The Wild Robot.
  • Amy Poehler | Inside Out 2 - Amy Poehler tapped into TikTok with trend driven content, including lip-syncs with her co-stars, to give fans a behind the-scenes look at Inside Out 2.
  • @watersofglass | Nosferatu - Creator Natasha shows love for Nosferatu by crafting cosplay looks inspired by Count Orlok.

TikTok Brings Global Fans Closer to the Oscars®

#FilmTok rallies around movie aesthetics, story plots, songs, and sounds, creating trends that fuel appreciation and conversation throughout awards season. Nominees and entertainment talent are now tapping into this engaged community to break the fourth wall and bring fans along virtually, offering behind-the-scenes glimpses and red-carpet access. In 2024, the official Oscars TikTok campaign engaged audiences across 70+ countries worldwide demonstrating TikTok’s global influence on film culture2. Best Supporting Actress nominee Danielle Brooks (@thedanieb) invited fans behind the curtain with videos showcasing her acting journey, while host Jimmy Kimmel (@jimmykimmellive) entertained audiences with interviews and red-carpet moments.

In 2025, TikTok is raising the stakes, offering cash prizes to fans and entertainment
enthusiasts around the world for sharing their most creative and engaging Oscars themed content on the platform. TikTok also just launched the official Oscars Search Hub!* Post your #Oscars2025 videos using the hashtag for a chance to be featured. Whether you’re showcasing your IP or sharing red carpet and behind-the-scenes moments, the Oscars Hub is your go-to destination for all things awards season on TikTok. Read more about how #FilmTok and #MovieTok continue to impact the entertainment industry here!

Redefining Fandom: How TikTok Conversations Drive Theatrical Performance

More than ever, studios and streaming partners are leveraging TikTok to promote their films with measurable success: 36% of users say they bought a cinema ticket after discovering a film on the platform. In addition, almost one in four TikTok users go to the cinema at least once a month3.

For filmmakers, studios, and streamers, offering the TikTok community a first look at content is one of the most impactful ways to engage with TikTok’s film audience. By allowing fans to co-create ('Duet', 'Stitch' and engage) publishers ensure that their films stay top of mind long after their release. Creators like @cinemajoe and @guywithamoviecamera are also fueling awards season buzz, breaking down nominations, sharing exclusive moments, and celebrating standout performances - proving that TikTok is a driving force in modern film culture.

As the 2025 awards season unfolds, one thing is clear: TikTok will continue to be the stage where movies meet the masses, where fans fuel film culture, and where entertainment publishers can turn moments into movements. By sharing more exclusive content, engaging with creators, and fostering fan creativity, studios and streaming platforms can bring films to wider audiences in ways never seen before, whether it’s a major blockbuster or a hidden arthouse gem waiting to be discovered.

*The official Oscars Search Hub will be launching from Feb 24th to March 9th in 13 markets! (US, CA, UK, France, Germany, Italy, Brazil, Mexico, Australia/New Zealand, Indonesia, Vietnam, Thailand).