TikTok adds in-app hubs for videos related to movies and TV shows

TikTok is now creating in-app hubs for movies and TV shows and placing them directly on fan-made videos. The feature, called TikTok Spotlight, automatically adds links to “applicable” videos on the platform that lead to landing pages that provide more information about the title in question, as well as options to purchase tickets or watch on a streaming service.

The links appear in the bottom left corner of a creator’s video and users can tap on them to view a landing page with the cast list, links to official accounts, related content, and information on where the title can be watched. You may have already spotted this feature on TikTok, as the platform has partnered with Warner Bros. Discovery to promote Dune – Part Two with a dedicated hub in the app.

James Stafford, TikTok’s global head of publishing, doesn’t say every Videos that feature a specific TV show or movie can receive an “anchor link” to a hub. “We rely on both technology and human review to decide which videos qualify for an anchor link,” Stafford said. “We look at things like hashtags, keywords, audio and visual matching technology from clips of TV shows and programs.”

TikTok also takes into account the views a video has, the number of followers the creator has, and whether the creator has violated any of its policies. Meanwhile, the entertainment companies that own the content can access an analytics dashboard to track trends within their fanbases. They can also see how TikTok users are using their IP and decide whether to take action.

Outside of TikTok’s Creator Rewards program, creators don’t receive compensation when TikTok adds links to their videos. However, Stafford says, “Each Spotlight campaign offers customized incentives for creator participation,” such as exclusive profile frames, filters, merchandise, tickets and more.

TikTok Spotlight will likely be another way for brands and artists to use the app as a promotional tool, similar to the in-app experiences TikTok has introduced for BTS and Taylor Swift.