TikTok is expanding its offerings for entertainment brands with the introduction of “TikTok Spotlight,” a new promotional tool designed to help studios and marketers tap into the app’s massive user base and engage fans around movie and TV show releases. As TikTok continues to be a leading platform for entertainment discovery, this new feature aims to streamline the process for studios to harness the power of TikTok’s community and algorithm.
TikTok Spotlight is a promotional solution that allows studios to drive fan engagement by identifying relevant TikToks and connecting them to a dedicated landing page. This page provides users with more information about the movie or TV show, including synopsis, cast, and related creator content. Users can also access links to streaming platforms or purchase movie tickets directly from the landing page, making it a seamless experience for fans.
James Stafford, Global Head of Publishers at TikTok said: “Gone are the days of huddling around a water cooler to talk about last night’s episode or weekend blockbuster. Today, there is TikTok, where our community of one billion comes together to discover, share and connect around their favorite programming. With TikTok Spotlight, we are harnessing the ‘water cooler effect’, offering a full-service marketing platform that is supercharging our organic ecosystem, driving community and business results for entertainment marketers.”
One of the key features of TikTok Spotlight is its ability to mobilize the platform’s vast creator community. TikTok collaborates with studios to identify creators who align with their films or shows, encouraging authentic content creation. These creator-driven TikToks are then amplified across the platform and beyond, ensuring maximum visibility and engagement.
TikTok Spotlight also includes a comprehensive analytics dashboard that provides studios with valuable insights into their fandoms. The dashboard tracks how content is performing, who is engaging with it, and identifies emerging trends and conversations in real-time. This allows studios to make informed decisions about their promotional strategies, ensuring they never miss an opportunity to connect with their audience.
Cameron Curtis, EVP Digital Marketing, Warner Bros. Motion Picture Group said: “As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal. By leveraging TikTok Spotlight, we’ve been able to organically amplify our reach, engage with a diverse audience, and create authentic connections around our films, generating dynamic conversations and user-generated content that elevate the social buzz around our movies.”
Warner Bros. and HBO have already seen success with TikTok Spotlight. Warner Bros. used the platform to promote Dune: Part Two, leveraging a curated search hub, movie anchor, and gamified creator challenges. HBO’s House of the Dragon and Game of Thrones also activated TikTok Spotlight, driving significant engagement and establishing TikTok as a top traffic driver for their content.
TikTok Spotlight offers a dynamic way for studios to engage with their audience in a more interactive and immersive manner. By harnessing the creativity of TikTok’s community, studios can create buzz and drive viewership for their releases, all while gaining deeper insights into their fans’ preferences and behaviors.
