TikTok’s bought a brand new means for leisure manufacturers to faucet into the collective in-app hype round film and TV exhibits, with TikTok Highlight providing a extra complete technique to entry fan engagement within the app.
As you’ll be able to see on this overview, TikTok Highlight allows leisure publishers and film studios to get extra direct buy hyperlinks in entrance of TikTok customers.
As defined by TikTok:
“TikTok Highlight identifies relevant TikToks on our platform and attributes an anchor hyperlink. The hyperlink drives audiences to a devoted touchdown web page the place they will uncover extra particulars like synopsis, forged, official accounts, and a set of different creator content material linked to the identical title, permitting followers to discover the fandom and dialog across the title, absolutely immersing themselves locally.”
From there, followers may also hyperlink via to related streaming platforms to observe, or buy film tickets.
The method will allow producers and publishers to work with TikTok to determine the appropriate creators to associate with, whereas additionally creating incentives to encourage creation and participation round launches and occasions.
“The perfect-in-class TikToks are then amplified throughout the platform and past, together with TikTok socials, instructional supplies, and eventized touchpoints.”
Highlight campaigns may also embody gamified calls-to-action to the creator group to create associated TikTok movies in an effort to unlock customized in-app components.
It’s a distinct segment providing, however for these trying to amplify promotion of movies and TV sequence, it might be a helpful technique to hook into the popular culture zeitgeist, and be certain that TikTok traits are extra instantly linked again to their merchandise and buy choices.
And if it’s profitable, you’ll be able to think about TikTok additionally increasing the identical to different areas. #BookTok, for instance, might be one other space the place that is relevant, whereas sports activities groups might additionally faucet into comparable hype within the app.
It’s a high-end providing, which can even include a high-end price ticket. However it might be an fascinating consideration for movie studios and publishers.
