TikTok
As the #1 source of discovery for new movies or TV series, TikTok has become the place for entertainment fans. It's where our global community of one billion comes together to discover, share and connect around creative storytelling. It all starts with the FYF - our curated discovery connects people with movies and shows they love, kicking off a cycle of discovery, consumption and co-creation. Whether old or new, TikTok’s algorithm is personalized For You and runs independent of a timeline, so it has the power to breathe new life into past programming, just as effectively as the latest blockbuster hit.
This behavior has made our platform a thriving place for entertainment fans, but until now, there has never been a reliable way for marketers to tap into this unique ecosystem. Introducing TikTok Spotlight, a new promotional solution that drives community on our platform and makes it easy for studios to harness the power of TikTok for upcoming releases and library content. Here's how it works:
Dive in with a frictionless product experience
TikTok Spotlight identifies applicable TikToks on our platform and attributes an anchor link. The link drives audiences to a dedicated landing page where they can discover more details like synopsis, cast, official accounts, and a collection of other creator content linked to the same title, allowing fans to explore the fandom and conversation around the title, fully immersing themselves in the community. Directly from the landing page, users can watch on streaming platforms or even purchase movie tickets to see it on the big screen.
Mobilize the creator community
TikTok is home to some of the most engaging storytellers on the internet that not only entertain, but have the power to influence culture. TikTok Spotlight works with studios to identify the right creators and corresponding incentives to encourage authentic creation around their favorite films and shows. The best-in-class TikToks are then amplified across the platform and beyond, including TikTok socials, educational materials, and eventized touchpoints.
Activate with confidence using marketing intelligence
To fully reap the benefits of TikTok, we encourage studios to think like marketers, but act like creators. We understand that's easier said than done, so we created TikTok Spotlight to take the guesswork out of it. TikTok Spotlight provides a comprehensive analytics dashboard where studios can glean valuable insights into their fandoms, so they can know exactly what their fans want and how to most effectively activate around their title. It's able to look at the platform, identify title content, and track how its performing, who is engaging, and top-level data insights, providing studios a birdseye view of the community. It spots the developing trends and the conversations in real-time, ensuring studios will never miss another opportunity to meaningfully engage with their fandoms. Studios can also see how their IP is being used and decide which content to protect and which to offer copyright cooperation.
"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 business results for entertainment marketers."
"As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal," Cameron Curtis, EVP 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."
Fans all over the globe have already been experiencing the magic of TikTok Spotlight. Earlier this year, Warner Bros. leveraged the platform to promote Dune: Part Two, delighting fans with a curated search hub, movie anchor and detail page, and a gamified call-to-action to the creator community to create related TikTok videos in order to unlock custom Dune profile frames to decorate their avatars. The campaign delivered remarkable impact with TikTok becoming the top driver of traffic to the ticketing hub during opening weekend and the leading share-of-voice in promotion markets within Entertainment.
Additionally, TikTok partnered with Max for HBO's House of the Dragon and Game of Thrones to activate TikTok Spotlight, harnessing the power of creativity and community for both new releases and library content alike.
