TikTok may or may not be banned in the U.S. in early 2025. But for now, it’s business as usual, and the popular video app has a new story for Hollywood marketers hoping to reach TikTok’s loyal user base of more than 1 billion.

TikTok’s primary point of entry is its For You feed, the algorithmically generated discovery hub that surfaces video clips that an individual user is likely to engage with the most. According to TikTok, there has been no reliable way for entertainment marketers to tap into this “unique ecosystem” until now. This week, the app is widely launching TikTok Spotlight, a new promotional solution that will allow film studios, networks and streamers to piggyback on content in the For You feed related to a specific title or franchise.

How it works: TikTok Spotlight identifies relevant videos on the platform (using machine learning and human reviewers) and assigns an anchor link to a specific title. The link takes users to a dedicated landing page where they can explore more details, including a synopsis, cast, official accounts, and a collection of other creator content associated with the same title. From the landing page, marketers can also link to a streaming service, allowing users to watch the title directly; purchase or rent the title from a digital storefront; or buy movie tickets. Marketers can also exclude specific videos (i.e., videos that may not be “brand safe”) from Spotlight campaigns.

Warner Bros. was one of the first partners for TikTok Spotlight. Earlier this year, the studio used TikTok Spotlight to promote “Dune 2” with a curated search hub, movie anchor and details page, and a gamified call to action for the creator community to create related TikTok videos to unlock custom Dune profile frames to adorn their avatars.