TikTok's New Data Tool Enhances Celebrity Engagement with Young Audiences
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At this year's Cannes Film Festival, TikTok UK boss Dominic Burns announced the launch of the new Spotlight tool, designed to deepen the platform's ties with the TV and film industry. According to Burns, the Spotlight tool has already made a significant impact, particularly for the BBC's hit show Celebrity Traitors.
This tool allows studios and broadcasters to access data and analytics on trending content on TikTok, enabling them to engage more effectively with younger audiences. Burns highlighted how Celebrity Traitors successfully attracted a younger demographic, making it one of the year's biggest TV shows.
He stated, 'It feels like Spotlight had an impact in terms of bringing a younger audience to that show.' The show capitalized on viral moments and social media buzz, with the BBC creating companion content that resonated with TikTok users.
This strategy was crucial for the show's success, especially as comedian Alan Carr won in a dramatic finale. The tool, which has been active in the U.S. for over a year, provides real-time insights into fandoms and audience conversations.
Burns explained that TikTok aims to connect these conversations back to the content, noting that 95% of discussions come from fans rather than official sources. In addition, Ben Luxford, the BFI audiences director, shared that TikTok played a pivotal role in the success of the London Film Festival, particularly with the movie We Live in Time, which inspired a viral trend of audience reactions.
Burns added that while TikTok does not plan to finance content directly, it focuses on supporting industry conversations and connections. He emphasized the importance of building relationships within the TV and film sectors, particularly in the UK.
Furthermore, Burns discussed TikTok's use of artificial intelligence for content moderation, highlighting the need for human oversight to address nuanced issues that AI might miss. He believes that combining technology and human input is essential for effective moderation.
Burns concluded by underscoring the significance of U.S. and UK content, stating that both have a global reach and hold a crucial place in TikTok's strategy moving forward.