TikTok has introduced 'Spotlight,' a new promotional tool designed for film and TV shows. This feature allows entertainment brands to engage with TikTok's fan communities through direct purchase links and dedicated landing pages with detailed information. It also facilitates collaborations with creators and includes gamified calls-to-action. Although it is a niche, high-end offering, it can significantly amplify promotions and link trends to purchase options.
TikTok as a Discovery Platform
TikTok has become the leading source for discovering new movies and TV series, with a global community of one billion users. The platform's algorithm, which operates independently of a timeline, can revive interest in older content as effectively as it promotes new releases. This makes TikTok a thriving hub for entertainment fans.
How TikTok Spotlight Works
Frictionless Product Experience
TikTok Spotlight identifies relevant TikToks and attributes an anchor link that directs users to a dedicated landing page. This page provides detailed information such as synopsis, cast, official accounts, and related creator content. Users can watch on streaming platforms or purchase movie tickets directly from the landing page.
Mobilizing the Creator Community
TikTok Spotlight collaborates with studios to identify suitable creators and incentives for authentic content creation around films and shows. These top-tier TikToks are then amplified across the platform and beyond, including TikTok socials, educational materials, and eventized touchpoints.
Marketing Intelligence
TikTok Spotlight offers a comprehensive analytics dashboard that provides valuable insights into fan engagement. Studios can track performance, identify trends, and understand fan preferences, enabling them to make informed marketing decisions. The platform also helps studios manage their intellectual property by identifying which content to protect and which to offer for copyright cooperation.
Industry Impact
James Stafford, Global Head of Publishers at TikTok, highlights that TikTok Spotlight harnesses the 'water cooler effect,' offering a full-service marketing platform that boosts both community and business results for entertainment marketers. Cameron Curtis, EVP Digital Marketing at Warner Bros. Motion Picture Group, notes that TikTok Spotlight has been invaluable in amplifying reach, engaging diverse audiences, and creating authentic connections around films.
Case Studies
- Warner Bros. and Dune: Part Two: Warner Bros. used TikTok Spotlight to promote "Dune: Part Two," featuring a curated search hub, movie anchor, detail page, and a gamified call-to-action. The campaign made TikTok the top driver of traffic to the ticketing hub during the opening weekend.
- HBO's House of the Dragon and Game of Thrones: TikTok partnered with Max to activate TikTok Spotlight for both new releases and library content, leveraging the platform's creativity and community.
TikTok Spotlight is proving to be a powerful tool for entertainment marketers, driving significant engagement and business results.
