TikTok, the social media giant known for its short-form videos, has introduced a new feature which will enhance users’ discovery of movies and TV shows.
The feature, named Spotlight, allows users to explore films and series through the TikTok platform, in collaboration with studios like Warner Bros.
Spotlight works by adding links to videos related to specific movies or shows, directing users to a landing page with detailed information about the title. This includes the synopsis, cast details, and related short videos from creators.
From these pages, users can access streaming options, rent on-demand, or even purchase tickets for theatre viewings. The aim is to provide a seamless transition from social media discovery to actual viewing.
Videos eligible for Spotlight links must reach a certain view count and come from creators with a good amount of following. Those participating in Spotlight campaigns can earn incentives like exclusive profile frames, filters, merchandise, and access to events.
Warner Bros. is leveraging Spotlight to promote the second season of “House of the Dragon,” rewarding creators who post content related to the show with unique profile frames.
Earlier this year, TikTok partnered with Warner Bros. to promote “Dune: Part Two,” resulting in over 260,000 fan-made posts before the film’s release. Spotlight is currently available to a limited number of studios, but its prospects of becoming a primary tool for media discovery are huge.
Beyond enhancing TikTok’s discovery platform, Spotlight also challenges traditional search engines like Google. With increasing competition from AI-driven search tools, TikTok’s new feature could shift the industry of how users find and engage with media content.
In the past, TikTok has collaborated with companies like Ticketmaster and AXS to enable users to purchase event tickets directly through the app.
The introduction of Spotlight is another step in integrating TikTok into the media and entertainment sector, bringing a strong marketing tool for studios and creators.
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