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Credit: Walt Disney Animation StudiosHugh Johnston, the Chief Financial Officer of The Walt Disney Company, spoke out about the brand’s partnership with the popular app TikTok at the Goldman Sachs Communacopia + Technology Conference on Wednesday. The company is excited to leverage the brand to engage younger audiences and attract more viewers to streaming content on Disney+.
Disney and TikTok
Last month, The Walt Disney Company and TikTok announced a partnership that would allow users to discover and create content using scenes from select movies and television shows under the Disney brand, with assets available from Walt Disney Animation Studios, Pixar, Lucasfilm, Marvel Studios, and FX.
In exchange, Disney+ will curate a selection of Disney fan-focused content from TikTok on the streaming platform. Short-form videos from participating creators will go live on both TikTok and Verts, Disney+’s vertical video content platform.
@disneyplus Okay, engines officially revved. Ka-chow! 📺 Cars (On Disney+)
Executive Speaks Out About Social Media Partnership
During the Goldman Sachs Communacopia + Technology Conference on September 9, The Walt Disney Company CFO, Hugh Johnston, expressed optimism about the benefits of engaging young audiences through the TikTok partnership.
“We’re excited about the TikTok partnership for a variety of reasons,” Johnston said. “…It introduces a different type of consumer into Disney+.”
“One, they interact, as opposed to being a passive watcher,” he added. “And by virtue of the TikTok relationship, being able to interact with our IP, that really engages the younger audience in a significant way.”
Johnston also said that creating vertical, Disney-fan-focused content for TikTok and Verts will “allow consumers to discover other aspects of what we have on Disney+ on mobile.”
Creative Ambassador Program
Johnston also addressed the Creative Ambassador Program, which enables “best-in-class” TikTok creators to unlock special rewards and gain increased visibility, access to exclusive events, and opportunities to engage with career development pathways.
He said that the program will foster “close relationships” between The Walt Disney Company and content creators.
What do you think about The Walt Disney Company’s plan to engage younger audiences on TikTok? Inside the Magic would love to hear from you in the comments!
