Tiktok is rolling out a marketing tool for studios and the entertainment industry.
Called TikTok Spotlight, the tool allows companies to add a link to TikTok videos that feature content relevant to an upcoming film or library content. The link directs users to a landing page with a plot synopsis, cast information, links to purchase tickets and a collection of other content related to the title.
The links will automatically show up on previously made videos that are relevant to the topic, and meet promotional and brand safety guidelines. Companies can also “incentivize new content” from creators, according to TikTok.
“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. “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 results for entertainment marketers.”
Warner Bros. Discovery was one of the early testers for the feature. The studio used it for the marketing of Dune: Part Two, with the company citing TikTok as the top driver to the box office during opening weekend.
“As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal,” said Cameron Curtis, EVP global digital marketing, Warner Bros. Motion Picture Group. “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.”