Photo Credit: TikTok
TikTok has become ubiquitous with music discovery for Gen Z. Now TikTok is hoping to deliver a new marketing solution for media promotion called TikTok Spotlight. What is it, and how does it work? Here’s the skinny on this new feature.
TikTok Spotlight is a new promotional solution that drives community on the platform and makes it easy for marketers to harness the power of TikTok for upcoming releases and library content. TikTok Spotlight identifies applicable short-form videos on the platform and attributes an anchor link. The link drives audiences to a dedicated landing page to discover more details about the content.
For movies, this may be details like the synopsis, cast, official accounts, and a collection of other creator content linked to the same movie title. Around 74% of Gen Z (12-27 age range) use TikTok to replace Google search for information, so this is another way for TikTok to serve information about media without directing young people off the platform.
The idea is to keep fans of media on the platform, developing conversation around fandom and immersing themselves in the community. This dedicated landing page for movies will offer the ability to link to where the content is streaming, or to buy tickets online to see in the theater.
Currently, TikTok Spotlight works with studios to identify creators and corresponding incentives to encourage authentic creation around films and TV shows. These creations are then amplified across the platform and beyond, from TikTok socials, educational materials, and other touch points.
The feature also provides a comprehensive analytics dashboard where studios can glean valuable insights into their fandoms. These analytics help discern exactly what fans want and how to most effectively activate around a movie title.
Analytics can look at the platform, identify title content, track how it’s performing, who is engaging, and top-level data insights—providing a birds-eye view of a fandom community on the platform. It can also spot developing trends and conversations in real-time, giving studios the opportunity to meaningfully engage with the fandom on TikTok.
Studios can also see how their IP is being used and decide which content to protect and which to offer copyright cooperation, TikTok says. “Gone are the days of huddling around a water cooler to talk about last night’s episode or weekend blockbuster,” says James Stafford, Global Head of Publishers, TikTok. “Today there is TikTok, where our community of one billion comes together to discover, share, and connect around their favorite programming.”
“With TikTok Spotlight, we are harnessing the water cooler effect by offering a full-service marketing platform that is supercharging our organic ecosystem, driving community and business results for entertainment marketers.”
