Paramount Pictures has shaped Hollywood for over a century but legacy alone doesn’t guarantee relevance with Gen Z. As @ParamountPics TikTok AOR, our objective was to propel Paramount’s iconic film catalog into the center of modern internet culture.
We set out to increase average views, engagements, engagement rate, and audience growth by transforming @ParamountPics from a traditional studio account into a culturally fluent, fandom-driven presence. We aimed to make Paramount feel native to TikTok by embedding the brand directly into the conversations, trends, and edit culture that define the platform.
When the potential TikTok ban sparked panic across the platform in early 2025, we saw an opportunity. Instead of reacting cautiously, we fully leaned in. Using iconic Paramount scenes, we created tongue-in-cheek “goodbye TikTok” videos that directly tapped into the cultural moment.
In a single weekend, five fully organic posts generated 69M+ views, 11M engagements, and 250K new followers, instantly redefining the account’s momentum.
We sustained that energy by embracing TikTok edit culture—the heartbeat of fandom on the platform. Rather than co-opting the format, we participated authentically as fans ourselves. From Forrest Gump to Transformers to Interstellar, we created emotionally driven edits that spoke the language of the community.
By pairing cultural agility with fandom-first storytelling, we turned a legacy film studio into a viral, community-powered presence.
The results marked Paramount’s most successful TikTok era to date. Year-over-year growth included:
+70% average views
+143% average engagements
+54% engagement rate
Eight of Paramount’s ten highest-viewed posts of all time occurred in 2025. The TikTok ban activation alone delivered 69M+ views, 11M engagements, and 250K new followers in a single weekend entirely through organic performance.
Most notably, our Interstellar edit generated 13.5M organic engagements, outperforming every other entertainment brand post we could identify in 2025.
By embedding Paramount into fandom culture rather than marketing at it, we didn’t just drive metrics, we redefined how a century-old studio wins on TikTok.
