TikTok now provides users with more information on movies and TV shows, including where to stream them, or buy tickets to see them on the big screen.
TikTok Spotlight, as it is officially known, has actually been in testing for some time now, so users may have already noticed the feature. Specifically, TikTok partnered with Warner Bros. to test the Spotlight during the release of Dune: Part Two, and with Max to promote HBO‘s House of the Dragon and Game of Thrones.
For those that haven’t seen the feature yet, TikTok Spotlight works by TikTok automatically applying anchor links to related TikToks. These anchor links lead to curated hubs where the user can find more information on the movie or TV show, including a synopsis, cast details, official accounts, related TikToks, and more.
Depending on whether the title is currently available to watch in theaters or via streaming, the hubs will also include call to actions, including buying tickets or heading over to the streaming service where the title is available to watch.
“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,” said James Stafford, Global Head of Publishers, TikTok.
From what we can tell, TikTok Spotlight seems to be built with studios and marketers in mind, so it remains unclear how wide the library of titles featuring an anchor title will be. If anything, it seems likely that the feature will mainly focus on movies and shows trending on TikTok, at least to begin with.
From the studio/marketer perspective, a new analytics dashboard is available where they can view additional information on how TikTok users are engaging with their titles on the platform.
“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,” Stafford added.
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