{"id":2066659,"date":"2025-10-03T13:30:12","date_gmt":"2025-10-03T13:30:12","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2066659"},"modified":"2025-10-03T13:30:12","modified_gmt":"2025-10-03T13:30:12","slug":"how-the-summer-i-turned-pretty-harnessed-tiktok-gen-z-and-taylor-swift-to-become-a-ratings-sensation","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/how-the-summer-i-turned-pretty-harnessed-tiktok-gen-z-and-taylor-swift-to-become-a-ratings-sensation\/","title":{"rendered":"How \u2018The Summer I Turned Pretty\u2019 Harnessed TikTok, Gen Z and Taylor Swift to Become a Ratings Sensation"},"content":{"rendered":"

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For the latter half of the summer, chatter about the final season of \u201cThe Summer I Turned Pretty\u201d consumed social media. Fans from their tweens through their late 30s obsessively theorized how the love triangle between Belly, Conrad\u00a0and Jeremiah would conclude, driving the Prime Video YA series to its biggest audience to date.<\/p>\n

After debuting the first two episodes of the season to 25 million viewers globally in their first week on Amazon\u2019s Prime Video, viewership for the series has tallied up a cumulative 5.21 billion minutes during its Season 3 rollout, according to Nielsen streaming figures for the nine out of 11 episodes available.<\/p>\n

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While the Jenny Han-created series already had an existing fan base from its first two seasons and readers of Han\u2019s trilogy, the third and final season activated its fandom in a way that surpassed previous seasons \u2014 or other YA series \u2014 by meeting its Gen Z audience where they\u2019re at: TikTok.<\/p>\n

The approach underscores the kind of benefits a show stands to gain when the people behind it have a clear strategic approach and understanding of the audience. By changing to a weekly release, fostering social media activity with in-show TikTok dances and, of course, elements of Taylor Swift, Amazon was able to steadily build momentum throughout its final season.<\/p>\n

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\u201cThere were so many aspects that Jenny Han and her team clearly built for a TikTok audience,\u201d Emily Singer, senior director of strategy for Reach Agency, a creator-focused firm focused on influencer campaigns, told TheWrap. \u201cIt was a show made for the next generation.\u201d<\/p>\n

The decision to loop in social early on could be considered the \u201cgold standard for a new model of how people should be marketing their shows,\u201d said Laura Jalaie, SVP of strategy and communication for Metro PR, a consulting firm that has worked for a variety of entertainment and sports companies.<\/p>\n

Jalaei told TheWrap that Amazon had given \u201can incredible amount of trust\u201d to its social team, developing social-first marketing campaigns designed to connect with the target audience.<\/p>\n

In addition to its focus on social media, \u201cThe Summer I Turned Pretty\u201d ditched the binge model, instead opting for a weekly release that Jalaie said enabled the fandom to have the space to connect and obsess about each episode\u2019s biggest moments in a way that felt reminiscent of YA shows of the 2000s, like \u201cGossip Girl\u201d or \u201cThe O.C.\u201d Except this time, fans convened on social media rather than fan blogs.<\/p>\n

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