Going into Yellowstone season 5, we were laser focused on bringing more fans and viewers into the Yellowstone franchise funnel. We utilized TikTok specifically to attract a younger consumer, and reach people who might have been previously unaware of the show.
The explosion of Yellowstone content discovery and popularity of TikTok both coincided in 2020. To build on those opportunities and reach younger consumers active on the platform, we launched a Yellowstone TikTok channel in November of that year. At its core, TikTok is an experience built around audio. Yellowstone is a show that produces a wealth of soundbites that are ripe for TikTok success. (Thank you, Beth Dutton!) Tactically, we leveraged that incredible show footage currency and strategically connected the right moments to established TikTok behaviors and trends. Execution began to unfold naturally, with many show moments translating to TikTok virality. We schedule memes, highlights, and other clips with a focus on shareable audio.
The Yellowstone TikTok channel has been a smash success, amassing 2.1 million followers and 16.8 million likes. Thanks to leaning into platform-native meme formats and popular hashtags, TikTok say more than 3x views compared to season 4. And the hashtag #YellowstoneTV has 11.5 billion views on the platform. The most rewarding part? There are numerous comments from younger fans committing to watching the show after seeing a context-neutral clip on their For You Page.