The hub will include information about the title as well as options to buy tickets or watch on streaming services. Going forward, TikTok plans to create in-game hubs for movies and TV shows, placing them directly in fan-created 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.

The links will show up in the bottom-left corner of a creator’s video, and users can tap in to view a landing page with the cast list, links to official accounts, related content, and information about where to watch the title. You may have already noticed this feature, as the TikTok platform has partnered with Warner Bros. Discovery to promote Dune: Part 2 through its in-app hub. James Stafford, TikTok's global head of publishing, said that not all videos from a particular TV show or movie are eligible to receive an "anchor link" on the hub.

 "We rely on both technology and human review to determine which videos are eligible for anchor links," Stafford said. “We look at things like hashtags, keywords, audio and visuals from TV clips and shows.” Outside of TikTok's Creator Rewards program, creators do not receive compensation if TikTok adds a link to their videos. However, Stafford said, "Each Spotlight campaign will feature personalized incentives for creators to participate, such as exclusive profile frames, filters, merch, and tickets."

TikTok Spotlight will likely be another way for brands and artists to use the app as a promotional tool, similar to TikTok's built-in features implemented for BTS and Taylor Swift.