TikTok unveils ‘Spotlight’ to boost film and TV promotion on platform

TikTok has introduced a new feature aimed at entertainment brands, providing them with a more direct way to capitalize on the buzz generated within the app around movies and TV shows. Dubbed "TikTok Spotlight," the tool offers a comprehensive method for engaging fans and driving them to purchase links more efficiently.

According to TikTok, Spotlight identifies relevant TikToks on the platform and adds an anchor link that directs users to a dedicated landing page. “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 as reported on social media today. 

Once on the landing page, users can find additional information and even connect to streaming platforms to watch the content or purchase movie tickets.

The initiative allows producers and publishers to collaborate with TikTok in identifying suitable creators for partnerships, while also 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 include gamified calls-to-action for the creator community, encouraging them to produce related TikTok videos that can unlock custom in-app elements.

While this offering targets a niche market, it provides a potentially valuable avenue for amplifying the promotion of films and TV series by tapping into the cultural trends on TikTok. The feature ensures that TikTok trends are more directly linked back to products and purchase options.

If successful, TikTok could expand this concept to other areas, such as #BookTok, or even to sports teams seeking to harness similar in-app excitement. However, with its high-end appeal comes a likely high-end price tag, making it an intriguing, albeit costly, option for film studios and publishers.