TikTok has unveiled a new feature for entertainment brands to capitalize on the in-app excitement surrounding movies and TV shows. The new tool, TikTok Spotlight, provides a more comprehensive way for entertainment publishers and studios to engage with fans on the platform.
As shown in this overview, TikTok Spotlight allows entertainment brands to place more direct purchase links in front of users who are interested in specific content.
TikTok explains:
“TikTok Spotlight identifies relevant TikToks on our platform and attaches an anchor link. This link guides audiences to a dedicated landing page where they can find more information such as synopsis, cast details, official accounts, and a collection of creator content related to the same title. This allows fans to fully immerse themselves in the community and explore the conversation around the title.”
From the landing page, fans can also connect to streaming platforms to watch or buy movie tickets.
This feature enables producers and publishers to collaborate with TikTok to find the right creators for partnerships and develop incentives to encourage content creation and participation around releases and events.
“The top-performing TikToks are then promoted across the platform and beyond, including on TikTok’s social channels, educational materials, and special events.”
Spotlight campaigns can also incorporate gamified calls-to-action, encouraging creators to make related TikTok videos to unlock custom in-app features.
While it’s a specialized tool, it could be a powerful way for those in the entertainment industry to connect with pop culture trends and ensure that TikTok content is more directly tied to their products and purchase options.
If successful, this feature might expand into other areas, like #BookTok, or even allow sports teams to harness similar trends on TikTok.
It’s a premium service that will likely come with a premium price, but it could be a valuable consideration for film studios and publishers looking to enhance their promotional strategies.
