TikTok, the popular social media platform known for its short-form videos, is now offering a new marketing tool specifically designed for studios and the entertainment industry. This tool, called TikTok Spotlight, aims to help companies promote their upcoming films or library content in a more engaging and interactive way.
With TikTok Spotlight, companies can now add a link to their TikTok videos that feature content related to a particular film or title. This link directs users to a landing page that provides a plot synopsis, cast information, links to purchase tickets, and a collection of other related content. This feature not only enhances the user experience but also helps drive traffic and engagement for the promoted title.
One of the key benefits of TikTok Spotlight is that the links will automatically show up on previously made videos that are relevant to the topic and meet promotional and brand safety guidelines. This ensures that the marketing efforts are targeted and reach the right audience. Additionally, companies can also encourage creators to generate new content related to the promoted title, further expanding the reach and impact of the marketing campaign.
James Stafford, global head of publishers at TikTok, highlighted the significance of TikTok Spotlight in today’s digital landscape. He emphasized how the platform brings together a community of one billion users to discover, share, and connect around their favorite programming. By harnessing the ‚water cooler effect,‘ TikTok Spotlight offers a full-service marketing platform that enhances the organic ecosystem of the platform, driving community and results for entertainment marketers.
Warner Bros. Discovery was one of the early testers for TikTok Spotlight, using it for the marketing of Dune: Part Two. The studio reported that TikTok was the top driver to the box office during the film’s opening weekend, showcasing the effectiveness of the new marketing tool. Cameron Curtis, EVP global digital marketing at Warner Bros. Motion Picture Group, praised TikTok Spotlight for its ability to amplify reach, engage with a diverse audience, and create authentic connections around their films. The tool has helped generate dynamic conversations and user-generated content that elevate the social buzz around their movies.
In conclusion, TikTok Spotlight is a valuable addition to the marketing arsenal of studios and the entertainment industry. By leveraging this tool, companies can enhance their promotional efforts, engage with their audience in a more interactive way, and drive results for their titles. As the digital landscape continues to evolve, TikTok Spotlight offers a unique opportunity for entertainment marketers to connect with their audience and create meaningful conversations around their content.