TikTok has unveiled a new feature, “TikTok Spotlight,” designed to give entertainment brands a more direct way to capitalize on the buzz generated within the app around movies and TV shows. This tool offers a streamlined approach for engaging fans and driving them to purchase links more efficiently.
Spotlight identifies relevant TikToks related to a specific movie or TV show and integrates an anchor link that directs users to a dedicated landing page. This page provides detailed information, including the synopsis, cast, official accounts, and a curated collection of other creator content associated with the same title. “The link drives audiences to a dedicated landing page where they can discover more details like synopsis, cast, official accounts, and a collection of other creator content linked to the same title, allowing fans to explore the fandom and conversation around the title, fully immersing themselves in the community,” TikTok explained in a social media post.
Once on the landing page, users can access additional information and connect to streaming platforms to watch the content or purchase movie tickets. This initiative allows producers and publishers to collaborate with TikTok in identifying suitable creators for partnerships and developing strategies to incentivize participation around launches and events. “The best-in-class TikToks are then amplified across the platform and beyond, including TikTok socials, educational materials, and eventized touchpoints,” TikTok added.
Spotlight campaigns may also feature gamified calls-to-action, encouraging creators to produce related TikTok videos that can unlock custom in-app elements. While targeting a niche market, this feature offers a valuable avenue for amplifying the promotion of films and TV series by tapping into TikTok’s cultural trends, ensuring that these trends are directly linked back to products and purchase options.
If successful, TikTok could expand Spotlight to other areas, such as #BookTok or sports teams seeking to harness similar in-app excitement. However, the high-end appeal of this feature suggests it may come with a hefty price tag, making it an intriguing, albeit costly, option for film studios and publishers.
