TikTok Introduces Spotlight Promotion Solution for Movie and TV Studios

TikTok / TikTok Spotlight

TikTok introduced TikTok Spotlight, a new solution for movie and TV studios. TikTok will identify and link relevant videos from creators—using hashtags, keywords, visual matching technology, and video performance—to dedicated landing pages for new movies and TV shows.

The landing pages will feature synopses, cast information, official accounts, incentives for creators such as exclusive profile frames, filters, and merchandise, and the ability to purchase tickets or stream content.

Studios will have access to a dashboard to track trends and conversations around their movies and TV shows.

Why It Matters: TikTok’s connection to Hollywood has grown stronger over the years, with creators reviewing new releases, studios clipping their movies, integrations with IMDb, and even an appearance at the Sundance Film Festival.

TikTok Spotlight will help studios leverage the platform’s robust movie and TV communities and capitalize on creator content and fandom to drive actions. The dashboard will also aid studios with social listening and enable them to react quickly to emerging trends.

While this solution benefits TikTok and studios by enhancing their relationships and revenue streams, it’s hard not to think that creators are getting the short end of the stick. Their content is driving revenue for TikTok and the studios, yet they receive relatively small perks in return. Hopefully, creators will have some control over whether their videos are featured on these dedicated landing pages, allowing them to decide if it’s worth it for them.