TikTok will now create in-app hubs for movies and TV shows and place them directly into fan-created videos. The feature, called TikTok Spotlight, will automatically add links to “applicable” videos on the platform, leading to landing pages that provide more information about the title in question, as well as options to buy tickets or watch it on a streaming service.
Links will appear in the bottom left corner of a creator's video, and users can tap on them to see a landing page with the cast list, links to official accounts, related content, and information on where to watch the title. You may have already seen this feature on TikTok, as the platform partnered with Warner Bros. Discovery to promote Dune: Part Two with a dedicated hub in the app.
James Stafford, TikTok's global head of publishing, says no each A video featuring a particular TV show or movie is eligible to get an “anchor link” to a hub. “We rely on both technology and human review to decide which videos qualify for an anchor link,” Stafford said. “We’re looking at things like hashtags, keywords, audio, visual matching technology from TV clips and shows.”
TikTok also takes into account a video’s views, the number of followers a creator has, and whether the creator has violated any of its policies. Meanwhile, entertainment companies that own the content can access an analytics dashboard to track trends within their fandoms. They can also see how TikTok users are using their IP and decide whether to take action.
Outside of TikTok’s creator rewards program, creators won’t receive compensation when TikTok adds links to their videos. However, Stafford says “each featured campaign has custom incentives for creators to participate,” such as exclusive profile frames, filters, merchandise, tickets, and more.
TikTok Spotlight will likely serve as another way for brands and artists to use the app as a promotional tool, similar to the in-app experiences TikTok launched for BTS and Taylor Swift.
