Comedy Central's TikTok is a digital hub for groundbreaking comedy, with a focus on engaging a Gen Z audience. Our goal is to leverage the channel to drive fan engagement, views, and expand our social footprint, while also creating a launchpad for emerging comedic voices. This channel also serves as a digital marketing channel for our linear franchises, movies, and Paramount+.
Our TikTok features original content, including collaborations with both established influencers (Yung Gravy, the cast of RENO 911!, and more) and up-and-coming, digital-first comedians. We leaned heavily into maximizing our library of content, both current linear franchises and legacy shows, to re-introduce this library to Gen Z viewers and emphasize our brand's heritage as comedy trendsetters.
Comedy Central's TikTok saw incredible growth in both our audience size and engagement. We grew our fanbase by 906K followers (13% YoY), drove 170M views (up 48% YoY), and garnered 21M engagements (a 24% increase YoY). We established partnerships with emerging comedians like Missy Chanpaibool, whose videos drove 7.4M views in 2022. We also gave new life to our legacy franchises, such as Nathan For You, which received 37M views on TikTok. We also saw UGC using our library content audio, such as audio from a Kroll Show video, which was used in 15.4K posts.
