"The odds of anyone sitting through a two-minute film trailer while scrolling through TikTok are abysmal, a challenge that studios are grappling with in the age of short-form content. "When you see a trailer nowadays, it just fades into the background because most people are just scrolling," Amid Mohamed, a 17-year-old based in Dubai, told Business Insider. That's why companies like Viral Cartel Inc., the digital marketing and creative agency Mohamed founded in 2024, when he was just 16, are becoming a go-to tool for studios trying to break through on TikTok. Viral Cartel Inc. helps studios generate hype around their films and TV shows on social media in a language that young audiences understand: "edits.""
"Edits are clips of films, TV shows, and other media that are assembled by editors - either fans or professionals - into short, eye-catching montages paired with music. Many edits are based on a popular IP, so a well-crafted edit can generate organic engagement from fans that translates to millions of views and likes. Mohamed said that stylized edits, rather than traditional trailers, are a more effective way to capture young viewers' attention on social media sites like TikTok. A 2024 Pew Research Center survey found that TikTok is one of the most popular apps for teenagers, ranking second only to YouTube."
Amid Mohamed, a 17-year-old based in Dubai, founded Viral Cartel Inc. in 2024 at age 16. The company creates social media campaigns for film studios using TikTok edits—short, stylized montages of film and TV clips paired with music. Edits are produced by fans or professionals and often leverage popular IP to drive organic engagement that can yield millions of views and likes. Mohamed says that traditional trailers lose impact on short-form platforms because viewers scroll quickly, so edits are more effective at capturing young audiences. A Sonic the Hedgehog 3 film edit from Viral Cartel Inc. was shortlisted by the Clio Awards.
Read at Business Insider
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