TikTok will now create in-app hubs for movies and TV shows and place them directly on fan-made 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 relevant title as well as options to buy tickets or watch it on a streaming service.
The links will show up in the bottom-left corner of a creator’s video, and users can tap in to view a landing page with the cast list, links to official accounts, related content, and information about where to watch the title. You might’ve already spotted this feature on TikTok, as the platform partnered with Warner Bros. Discovery to promote Dune: Part Two with a dedicated hub on the app.
James Stafford, TikTok’s global head of publishing, says not every 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 clips of TV and shows.”
TikTok also considers a video’s views, the creator’s follower count, and whether the creator has violated any of its policies. Meanwhile, the 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 choose whether to take action.
Outside of TikTok’s creator rewards program, creators won’t get compensated when TikTok adds links to their videos. However, Stafford says “each spotlight campaign has customized incentives for creators to participate,” such as exclusive profile frames, filters, merchandise, tickets, and more.
TikTok Spotlight will likely serve as another way brands and artists can use the app as a promotional tool, similar to the in-app experiences TikTok rolled out for BTS and Taylor Swift.
