TikTok has unveiled its latest tool for entertainment studios—TikTok Spotlight. This innovative feature allows studios to harness the organic enthusiasm of TikTok users by linking viral content directly to detailed landing pages about movies and TV shows.
Imagine scrolling through TikTok and stumbling upon a video where someone is raving about their favorite show. Now, with TikTok Spotlight, a link will appear in the bottom left corner, guiding viewers to a hub packed with information: synopsis, cast details, official accounts, and more.
The seamless integration turns fan-generated content into powerful marketing material, driving both streaming views and ticket sales.
@tiktoknewsroom Introducing TikTok Spotlight, a new promotional solution that allows the entertainment industry to harness the power of TikTok fan communities to promote films, TV series and franchises.
What is TikTok Spotlight?
TikTok Spotlight is designed to capitalize on the platform’s unique algorithm, which effortlessly resurfaces both new releases and older content based on user interest, regardless of a timeline. This makes TikTok a thriving ecosystem for entertainment fans, and with TikTok Spotlight, studios now have a reliable way to tap into this dynamic community.
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When the feature identifies brand-friendly content, it automatically adds a link to a landing page dedicated to the title in question. This page serves as a one-stop-shop for all things related to the show or movie, providing a deeper dive into the fandom and conversation around it. From here, users can be directed to streaming platforms or even purchase tickets, keeping them engaged within the TikTok app for longer periods.
Mobilizing creators and driving engagement
One of the standout aspects of TikTok Spotlight is its ability to mobilize TikTok’s vast creator community. By partnering with studios, TikTok can identify the right influencers to create authentic, engaging content that resonates with fans. These top-tier TikToks are then amplified across the platform, extending their reach and impact.
This strategy has already proven successful with Warner Bros. Discovery’s promotion of Dune: Part Two. The campaign saw TikTok become the leading driver of traffic to ticketing sites during the film’s opening weekend. Similarly, TikTok’s collaboration with Max for House of the Dragon showcased the power of TikTok Spotlight in generating buzz and driving viewership.
Insight-driven marketing
To ensure studios can maximize the potential of TikTok Spotlight, the feature comes with a comprehensive analytics dashboard. This tool offers studios deep insights into their fandoms, tracking how content is performing, who is engaging with it, and spotting emerging trends in real-time. With these insights, studios can make data-driven decisions on how to best activate their marketing strategies and protect their intellectual property.
James Stafford, Global Head of Publishers at TikTok, emphasizes that TikTok Spotlight is more than just a marketing tool; it’s a way to “supercharge our organic ecosystem,” driving both community engagement and business results.
Featured image credit: TikTok
