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

TikTok will now create in-app hubs for movies and TV shows and place them directly in fan-made videos. The feature, called TikTok Spotlight, will automatically add links to “applicable” videos on the platform, leading to landing pages that provide more information about the relevant title, as well as options to buy tickets or watch it on a streaming service.

Links will appear in the bottom left corner of the creator’s video, and users can tap to view a home page with the cast list, links to official accounts, related content, and information on where to watch the title. You may have already noticed this feature on TikTok, as the platform has partnered with Warner Bros. Dune: Part Two with a dedicated in-app hub.

James Stafford, global head of publishing at TikTok, says no all video featuring a specific TV show or movie is eligible to get an “anchor link” to a hub. “We rely on technology and human analysis to decide which videos qualify for an anchor link,” said Stafford. “We’re looking at things like hashtags, keywords, audio and visual matching technology for TV clips and shows.”

TikTok also considers a video’s views, the creator’s follower count, 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 in their fandoms. They can also see how TikTok users are using their IP and decide if they want to take action.

Outside of TikTok’s creator rewards program, creators will not be compensated when TikTok adds links to their videos. However, Stafford says that “each featured campaign has personalized incentives for creators to participate,” like exclusive profile frames, filters, merchandise, tickets, and more.

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