TikTok’s bought a brand new approach for leisure manufacturers to faucet into the collective in-app hype round film and TV exhibits, with TikTok Highlight providing a extra complete approach to entry fan engagement within the app.  

As you possibly can see on this overview, TikTok Highlight permits 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’ll uncover extra particulars like synopsis, solid, 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 in the neighborhood.”

From there, followers can even hyperlink by way of to related streaming platforms to look at, or buy film tickets.

The method will allow producers and publishers to work with TikTok to establish the proper creators to companion with, whereas additionally growing 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, academic supplies, and eventized touchpoints.”

Highlight campaigns can even embrace gamified calls-to-action to the creator group to create associated TikTok movies with a purpose to unlock customized in-app parts.

It’s a distinct segment providing, however for these trying to amplify promotion of movies and TV collection, it may very well be a beneficial approach to hook into the popular culture zeitgeist, and be sure that TikTok developments are extra instantly linked again to their merchandise and buy choices.

And if it’s profitable, you possibly can think about TikTok additionally increasing the identical to different areas. #BookTok, for instance, may very well be one other space the place that is relevant, whereas sports activities groups might additionally faucet into related hype within the app.

It’s a high-end providing, which may even include a high-end price ticket. But it surely may very well be an attention-grabbing consideration for movie studios and publishers.