Guest post by Colleen Scott, Senior Social Media Strategist at ListenFirst
High engagement, polarizing reactions, and a platform-shaping rollout define the cultural moment around Sinners.
A breakout film doesn’t just live in theaters anymore; it lives in feeds.
In the months following its release, Sinners emerges not only as a cinematic event but as a lightning rod for digital discourse. From polarizing comment threads to high-performing TikTok clips, the film’s social media presence revealed a layered, multi-platform response that blended fandom, debate, and marketing precision. But to understand why it hit so hard online, you first have to understand what the film is about.
About Sinners (2025)
Sinners is a 2025 genre-defying film that blends Southern Gothic, supernatural horror, blues‑musical, and Western elements. It was written, directed, and co-produced by Ryan Coogler.
- Plot (spoiler-free): In 1932 Mississippi, identical twin World War I veterans Smoke and Stack return from Chicago to their hometown to start a new life by opening a juke joint. Their venture is disrupted when white vampires threaten their community, setting off a battle of survival. The movie delves into themes of cultural identity, religion, and revenge.
Principal Cast:
- Michael B. Jordan stars in a dual role as the twin brothers Smoke and Stack Moore.
- Miles Caton, Wunmi Mosaku, Hailee Steinfeld, Jack O’Connell, Jayme Lawson, Omar Benson Miller, and Delroy Lindo round out the ensemble.
Key Details:
- Set in Clarksdale, Mississippi, in 1932.
- Runtime of 137 minutes, produced by Coogler’s Proximity Media, with a budget estimated at $90 to $100 million.
- No. 1 at the box office with $48 million for its domestic opening weekend, and $63 million globally.
Sinners on Social: Their Owned Content Story
Instagram led in Engagement, while TikTok fueled viral reach.
From October 2024 to July 2025, Sinners generated 460 public posts across major platforms. While Instagram hosted the highest share of posts (49%), TikTok drove the majority of shares (90%) and response rates, reaching a staggering 217.52% compared to Instagram’s 42.09%.
Notably:
- Instagram led in total engagements (3.67M), reactions (3.65M), and comments (27.9K).
- TikTok dominated video views (77.1M) and shares (152.2K).
- X had a modest role, comprising only 31% of post volume, with lower engagement per post.
Top-performing posts included a TikTok video featuring lead actor Michael B. Jordan with 22M views, and a gallery of the cast at the premiere with a 3,658.67% response rate, showing strong fan affinity for behind-the-scenes content.
Brand/Marketer Implications
Authentic, visual-first content continues to outperform.
- Video remains the breakout format, especially when tied to cast appearances, exclusive clips, or punchy soundbites. Across platforms, video posts drove the highest engagement and view rates.
- Character-driven storytelling pays off. Posts highlighting specific characters (“I AM YOUR SIN,” etc.) saw high reactions and video completions, suggesting fans were eager to deepen their narrative connection. Clever editing of Michael B. Jordan portraying both twin characters (Stack & Smoke) during press events creatively highlighted the duality of his role.
- Platform-native tactics worked. TikTok posts with a casual, native aesthetic (street interviews, red carpet BTS) dramatically outperformed polished trailers in response rates.
- By leaning into viral trends and cultural cues, Sinners brought the spirit of the film to life online. The cast’s take on the “I Got Something in My Teeth” grillz trend at the London premiere seamlessly reflected the film’s branding, tone, and themes. Additionally, film artwork grabbed attention on social, leaning into the 70mm film format and drawing inspiration from the iconic painting “The Sugar Shack” by artist Ernie Barnes.
These results echo key takeaways from Sonia Thompson’s Forbes article on Sinners, noting that “emotional resonance and authenticity are still what audiences respond to most, not production budgets.”
Platform or Cultural POV
The digital divide: applause or backlash, but not indifference.
The reaction to Sinners wasn’t universally positive, and that’s part of what drove its virality. As Yahoo Entertainment noted, “social media is divided” over the film’s themes and messaging, with some hailing it as bold, others as overly calculated. That tension played out across platforms:
- Instagram and TikTok were largely celebratory and fandom-forward.
- X, on the other hand, served as a critical space, with more think-pieces, debates, and dissent. However, it also saw far lower total engagement.
This aligns with a broader platform dynamic. Visual-first spaces tend to amplify enthusiasm and fan creativity, while text-based platforms foster discourse and critique. For Sinners, that created a dynamic 360-degree cultural footprint featuring high praise, harsh critiques, and everything in between.
Key Takeaways for Marketers
- Lean into character-led, video-forward storytelling. Highlight talent, not just plot.
- Build distinct content strategies per platform. TikTok drives reach; Instagram drives fandom; X drives discourse.
- Don’t shy away from polarizing narratives. Engagement thrives on tension, as long as it’s intentional and aligned with the brand voice.
- Track response rate, not just views. The most viral Sinners post had a modest view count but an extremely high engagement-to-view ratio, which is a better signal of impact.
Final Thought
The film’s sustained relevance and success show a clear demand from audiences craving bold, original storytelling. The social response to Sinners proves that cultural impact isn’t just about being liked. It’s about being talked about. For marketers, the lesson is clear: lead with a bold story, shape it natively for each platform, and let the audience do the rest.
