TikTok Spotlight: A New Way for Artists to Engage with Fans
TikTok is the place to be, be it for entertainment enthusiasts or creators. By its algorithmic, personalized discovery system, colloquially known as “For You,” the platform gives users a probable chance to discover new and old shows and movies alike, by interest. In doing so, it empowers old and new titles to find new audiences.
However, until now, studios really had no easy way to leverage this unique community. This is where TikTok Spotlight comes in — a new promotional tool offering marketers a chance to engage around upcoming and back catalog content.
Where a video has been spotlighted, viewers can click to find more on the title. It will drive them to an individual page with details, such as the synopsis, cast, social accounts, and a collection of connected creator videos. From there, fans have one place for watching, learning more about the fandom, or buying tickets in some cases.
It also teams up with creators to drive buzz. Identify relevant influencers and incentivize them to create a ton of real content around favorite shows and films. The best content will further be boosted throughout the platform, including on the TikTok pages and event experiences.
Data and analytics are another critical component. It provides marketers access to insights about their audiences and their communities. With the tool’s trend and conversation tracking abilities in real-time, no opportunities are lost for engaging with the fans. Studios can now see how their IP is used on TikTok and hence could work out protection or cooperation strategies.
