Entertainment fans have found a new home on TikTok. This highly popular video-sharing platform has established itself as the leading destination where cinema, music, and TV series enthusiasts come to discover, discuss, and engage with their favorite programming.
TikTok’s “For You” algorithm makes the experience of discovery personalized for every user and corresponds effectively with people and content they will enjoy. This type of personalization has given new and older titles the ability to find new audiences at the same time. Creators also fuel interest in many properties through their video discussions and engaging recaps.
But until now, marketers didn’t have a reliable pathway into this singular entertainment ecosystem. With the introduction of TikTok Spotlight, studios now have an integrated promotional solution in place for harnessing the engaged TikTok community living around films, shows, and more.
The core experience is seamless for users. Applicable videos identified by the title are then anchored to content detail pages, where relevant links are embedded. These hubs allow fans to dig into an official account, trailers, casts, and more user discussions around the title. One can stream or buy tickets directly from these pages to have a fully immersive experience.
TikTok Spotlight also activations creators through the identification of the top advocates and incentivizing creative clips around supported properties. Then, the very best videos are placed in the spotlight across the app and beyond to grow a fandom even more.
Spotlight gives studios comprehensive analytics to optimize campaigns. It provides insight into detailed views of the engaged communities, trends, and conversations in real time, so that promoters don’t miss a single beat on how to engage with fans authentically. Studios are also able to see how their IP is utilized on TikTok in order to drive their copyright policies.
As the number one destination for online forum conversations about entertainment, TikTok Spotlight is a highly invaluable new addition to any studio’s promotion toolkit.
