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The Future. In an effort to reach young audiences, movie studios want to start collabing with digital creators… so TikTok is launching a new promotional tool, “Spotlight,” to help bridge the gap. As Spotlight helps movie marketers spot growing trends on the platform, it could become a crucial tool in determining when and where marketing dollars need to be distributed for maximum exposure.
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TikTok’s Spotlight feature allows studios, networks, streamers, and production companies to “piggyback on content in the For You feed that’s related to a specific title or franchise,” per Variety.
- So, if there’s a video, say, from a movie influencer sharing a reaction or a creator doing a viral trend, Spotlight identifies the video and attaches a link to a dedicated landing page for the title mentioned.
- From that page, marketers can link out to a ticketing site, a streaming service, or a digital storefront like Apple Movies or Amazon Prime. It can also host call-to-action prompts for creators to make content around the titles.
- Marketers also have some control over what videos appear in the Spotlight campaigns, amplifying the best clips and excluding those not deemed “brand safe.”
- They also have the ability to identify emerging trends via an analytics dashboard.
Warner Bros. piloted Spotlight earlier this year while marketing Dune 2, and it turned out to be a major asset for the studio — more than 260,000 Dune-related videos were made, and TikTok ended up becoming the top driver to the movie’s ticket hub during the opening weekend.
The TikTok-to-ticketing pipeline is a movie-marketer’s dream.
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