TikTok & IMDb Partner To Bring Movie & TV Linking Feature To Creators

Source: TikTok

TikTok and IMDb are collaborating on a new feature that allows creators in the US and UK to link their videos to a movie or TV show's IMDb page.

How It Works

When publishing a video, creators can use the "add link" option to search for over 12 million movies and TV shows available. They can then add up to five titles to their video, directing viewers to an IMDb page with information about the title, including cast members, director, genre, release date, runtime, and user ratings. Creators can also add movies and TV shows to the Favorites tab on their profiles.

Benefits For Creators, Viewers & Marketers

This partnership taps into the thriving movie and TV communities on the platform. Videos tagged with movie and TV-related hashtags such as #MovieTok, #FilmTok, and #TVTok have already generated over 25 billion views, showcasing the popularity of this type of content.

With this new feature, creators who do movie and TV reviews, breakdowns, and commentary can include relevant titles to make their content more valuable for their viewers. Additionally, linking titles will group videos together, providing creators with enhanced discovery by getting them in front of viewers searching for specific titles. Production studios who work with creators to promote upcoming movies and shows have the ability to incorporate the feature into their campaigns to easily direct audiences to learn more.

Enhanced Search Through Integrations

In addition, this enhances TikTok's search capabilities, further aligning with Gen Z behavior, who are increasingly turning to their favorite creators and social media platforms to search and discover things.

TikTok has integrated with many companies other than IMDb, including Rotten Tomatoes, Instacart, The Whisk, and Quizlet. These integrations allow creators to add relevant links to their videos that lead to in-app third-party experiences where viewers can take actions such as making purchases. TikTok and its partners should consider implementing a revenue share for creators who drive conversions through these links, similar to an affiliate program.