TikTok unveiled Spotlight, the new marketing feature

TikTok's new feature, Spotlight, allows companies to embed links to TikTok videos featuring content related to upcoming movies or library content. These links lead users to a dedicated page with a brief summary of the plot, information about the cast, links to buy tickets, and a selection of other related content.

James Stafford, the head of global publishing at TikTok, stated that not every video can be given an anchor link to the company's website. Videos that are suitable for spotlight links must have a certain number of views and be created by users with a sufficient number of followers. Creators who participate in the spotlight campaign can receive various rewards, such as exclusive frames for their profile pictures, filters, merchandise, movie tickets, and even access to red carpet events.

Large companies are already using a new tool to promote their projects. For example, Warner Bros., which has an extensive library of projects, is using Spotlight to promote the second season of "House of the Dragon". Users are rewarded for posting videos about the series - whether it's a review, a funny scene, a makeup guide, or something else.

“As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal,” said Cameron Curtis, EVP global digital marketing, Warner Bros. Group. 

At the time of launch, Spotlight will only be available to a limited number of studios.