TikTok is set to launch a new feature called TikTok Spotlight, which will create in-app hubs for movies and TV series, placing them directly on fan-made videos. This innovative approach will automatically add links to “relevant” videos on the platform, leading users to landing pages that provide more information about the featured title. These pages will also offer options to purchase tickets or access streaming services where the content is available.
The new links will appear in the bottom left corner of creators’ videos. When users tap on these links, they’ll be directed to a landing page containing a cast list, links to official accounts, related content, and information on where to watch the film or series. Some users may have already noticed this feature when TikTok partnered with Warner Bros. Discovery to promote “Dune: Part Two” with a dedicated in-app hub.
How It Works and What It Means for Creators
James Stafford, TikTok’s global head of publishing, explains that not every video featuring a particular TV show or movie will receive an “anchor link” to the hub. “We rely on both technology and human factors when deciding which videos qualify for an anchor link,” Stafford says. “We’re looking at things like hashtags, keywords, audio, visual matching technology with clips from TV programs and shows.”
The platform also considers video views, follower counts, and whether a creator has violated any of TikTok’s policies when determining which videos to link. Entertainment companies that own the content will have access to an analytics dashboard, allowing them to track trends in their fandoms and see how TikTok users are engaging with their intellectual property. This information can help companies decide whether to take action regarding the use of their content.
NIXsolutions notes that creators will not be compensated when TikTok adds links to their videos. However, the platform plans to offer other incentives for creators, including exclusive profile frames, filters, merchandise, tickets, and more. These perks aim to encourage continued engagement with movie and TV content on the platform.
As this new feature rolls out, it has the potential to significantly change how fans interact with their favorite movies and TV shows on TikTok. By bridging the gap between user-generated content and official promotional materials, TikTok Spotlight could create a more immersive and interconnected experience for users.
We’ll keep you updated on any further developments or changes to this feature as TikTok continues to refine and expand its offerings in the entertainment space.