TikTok’s New Tool to Promote Films and Series (Facing U.S. Ban)

TikTok may be facing a countdown in the U.S., but for now, it continues to make waves, not without controversy. The popular Chinese video-sharing app has introduced a new marketing tool called Spotlight, designed to help entertainment marketers harness content generated by its user base of over 1 billion people.

The main entry point for TikTok is the For You feed, an algorithmically generated discovery hub showing videos that users are most likely to engage with. Spotlight is set to change that by allowing movie studios, networks, and streamers to capitalize on content in the For You feed related to specific titles or franchises. As explained by the Beijing-based company:

“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.” From there, fans can also link through to relevant streaming platforms to watch or purchase movie tickets. The process will enable producers and publishers to work with TikTok to identify the right creators to partner with, while also developing incentives to encourage creation and participation around launches and events.

Warner Bros. used Spotlight to promote Dune: Part Two, the highly anticipated sequel to Denis Villeneuve’s 2021 film. The studio decided to postpone the release from 2023 because they wanted to orchestrate a major marketing campaign, which was not possible while actors were on the picket line. To launch the movie, Warner Bros. posted 164 clips on the film’s official TikTok account, which resulted in over 260,000 Dune-related videos created by fans. Additionally, Warner Bros. collaborated with 90 TikTok creators to further promote the film. As a result, the platform became the top traffic driver to ticketing hubs during the movie’s opening weekend.

“TikTok Spotlight has become an invaluable tool in our marketing arsenal,” said Cameron Curtis, EVP of Global Digital Marketing for Warner Bros. Motion Picture Group.

For those looking to amplify the promotion of films and TV series, this new tool could be a valuable way to connect with the pop culture zeitgeist—while it lasts. The Beijing-based app faces a potential ban in the U.S. by January 2025 unless its parent company, ByteDance, divests. American lawmakers have cited national security concerns, fearing that the app could be used for Chinese spying or propaganda.

Source: Variety