Freebooting: How TikTok is indirectly supporting the TV & film industry
As someone who is chronically online, I unintentionally keep up with pop culture on sites such as TikTok and Instagram. A new term, "Doomscrolling," coined and derived from the term “doom surfing” from the 1970s, refers to the tendency of people to continuously scroll through bad news and other disturbing content. During the depths of my doom scrolling, I spent upwards of 5 hours a day on TikTok, especially during the pandemic, using funny videos to distract myself from lockdown boredom.
I’ve since restricted my social media use and turned to more productive activities like reading, writing, and micro-learning apps such as Headway. But even in my limited doom scrolling time, I occasionally stumble across interesting phenomena.
Suits: Revived
Recently, I saw a TikTok video of the cast of the TV show “Suits” appearing at the 2024 Golden Globes to announce the award for best drama series. This surprised me since the show ended in 2019. Articles mentioned the show’s resurgence when it appeared on Netflix, but I suspect something else was at play: freebooting.
I only started watching Suits in 2023, not because of ads or because of Netflix but because TikTok’s algorithm kept showing me short clips of the show. Freebooting refers to users uploading tiny snippets of copyrighted materials to avoid automated content checks. Although legally questionable, it can unintentionally serve as powerful indirect marketing.
After enjoying a one-minute scene, Clips from Suits quickly dominated my feed. Within days, I found the show on Netflix & binge-watched the entire show. Through related clips, I also rewatched old favourites like House M.D. and discovered new shows like Sex and the City. One film I would never have considered, the 2006 thriller Perfume, also crossed my path thanks to a TikTok snippet. More recently I have been seeing clips of the cult classic show Friends, with the younger generation commenting on the video asking what the show is and where to watch it.
The New Form of Indirect Marketing
Indirect marketing refers to techniques and strategies that promote products or services without directly targeting potential customers. This can happen organically through word-of-mouth, user reviews, or social media sharing. But companies also frequently employ more intentional viral, influencer, and content marketing campaigns to stimulate indirect interest. These tactics rely on compelling storytelling, creativity, and networking to get audiences talking. When done right, indirect marketing enables brands to reach consumers who may tune out overt ads while also conveying social proof.
The challenge lies in finding authentic ways to spark conversation and buzz rather than force it through gimmicky or intrusive approaches. But the high level of trust in peer recommendations makes it a potentially worthwhile endeavour. Ultimately, integrating some element of indirect marketing alongside more traditional efforts enables marketers to come at audiences from multiple angles. This broader, multifaceted strategy casts a wider net and catches consumers who prefer to discover products and services through conversations. Freebooting, in a way, and in my opinion, is the new version of Indirect Marketing - without having to pay out for an influencer or business to promote their shows.
Giving Shows Exposure to a Whole New Generation
As a millennial, I was only ever exposed to films and shows via traditional marketing channels - print ads, television commercials, and movie theatre trailers for upcoming blockbusters. Anything older relied on word-of-mouth or happening to catch classics on TV. These days, younger generations consume media so differently, rarely watching scheduled television or seeking out older films.
Yet I've noticed an interesting phenomenon - many Gen Z commenters on TikTok asking what show a Friends or Big Bang Theory clip is from. Despite not growing up with these shows on air, they're discovering them through shared clips and memes on this platform. While legally questionable, this form of freebooting gives mass exposure to shows and movies that would otherwise fade into obscurity for newer generations.
It reminds me of how my mum exposed me to classics by playing her old VHS tapes - Dirty Dancing, Grease, Pride and Prejudice - while doing chores. Except now, that accidental exposure is scaled to millions of teens and young adults. And their curiosity is piqued to potentially watch the full shows. In a way, this unauthorised sharing could indirectly boost viewership and revive interest in decades-old series. So while problematic in many ways, it may have an unintended upside in terms of preserving cultural touchstones. Perhaps media companies could find ethical ways to capitalise on this rather than only seeing it as lost profits.
Pros and Cons of Freebooting
While morally ambiguous, freebooting has some benefits. By encouraging viewers to check out older media, it drives library usage and renewed interest. Cult followings emerge and dormant shows get reboot deals, like the Suits cast’s invitation to the 2024 Golden Globes was just the start for the cast, as talks of a reboot are underway.
Of course, there are downsides too. Creators lose out on revenue when people access their work for free instead of through sanctioned platforms. And clickbait-y clips sometimes misrepresent shows, tricking people into watching something they end up disliking.
Overall though, indirect marketing through social sharing represents an interesting shift in audience behaviour and gives forgotten media gems a second life. As with every new technology, we’ll have to balance the pros and cons while adopting appropriate regulations. But for now, I don’t mind the occasional flashback to 1998 as I doom scroll through TikTok.
If you’re not like me, here’s some shows and films I have fallen in love with that I wouldn’t have considered watching without TikTok.
Films:
TV:
References:
Quuu.co - Indirect Marketing: How To Shift Your Focus to Helping Instead of Selling (https://quuu.co/blog/indirect-marketing-tactics/) [accessed Jan 2024]
Glamour Magazine - The Golden Globes carpet was one big Suits reunion (https://www.glamourmagazine.co.uk/article/suits-reunion-2024-golden-globes) [Accessed Jan 2024]
Good Housekeeping - 'Suits’ Fans, Prepare Yourselves Because There's an Update No One Saw Coming (https://www.goodhousekeeping.com/life/entertainment/a45530837/suits-tv-show-new-series-reboot/) [accessed Jan 2024]
Digital Reads - Best Movies on Netflix (https://www.digitaltrends.com/movies/best-movies-on-netflix/) [accessed Jan 2024]
Wired - TikTok Is the New TV - (https://www.wired.com/story/tiktok-new-show-tv-takeover/ ) [accessed Jan 2024]
Disclaimer: The views expressed in this article are my own personal perspectives. While discussing potential inadvertent benefits, I do not condone unauthorised freebooting or piracy of films, shows, and other media without the prior consent of the rights holders. There are significant ethical concerns and potential legal consequences with illegally sharing copyrighted content online or otherwise. My commentary is meant to encourage further conversation around evolving media consumption habits and technology's double-edged impact. I support creating legal pathways rather than illegal ones for preserving and reviving interest in cultural touchstones.
