TikTok have unveiled a new suite of tools for entertainment marketers.
TikTok Spotlight is designed to be a promotional solution to drive engagement and make it easier for studios to push new releases and library content by adding anchor links to applicable videos.
The link directs viewers to a dedicated landing page with details about the project such as a synopsis, cast, official account and other linked content, as well as navigating to book movie tickets or watch content on streaming platforms.
Spotlight will encourage authentic creation around favorite films and shows, with the best being amplified across the platform, while an analytics dashboard means studios “will never miss another opportunity to meaningfully engage with their fandoms.”
They can see how their IP is being used and decide which content to protect and which to offer copyright cooperation.
Warner Bros. utilized the software in their Dune: Part Two campaign earlier this year and it resulted in TikTok becoming the top driver of traffic to the ticketing hub during opening weekend.
“As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal,” Cameron Curtis, executive vice president of Global Digital Marketing at Warner Bros. Motion Picture Group, said.
“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,” Curtis said.
