TikTok Expands Entertainment Ads, Launches Book Bestseller List

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TikTok has announced new personalized ad formats aimed at connecting entertainment brands with European users who identify as fans of films, streaming series, and books. The social media platform is also launching a #BookToScreen BookTok Bestseller List in partnership with market research firm Media Control to spotlight books gaining popularity on the app that are being adapted for film and TV.

Why it matters

TikTok is leveraging its growing entertainment-focused user base to offer new advertising opportunities for film, TV, and book brands. By tapping into fandom communities on the platform, TikTok hopes to drive subscriptions, ticket sales, and book purchases. The new BookTok Bestseller List also provides valuable market insights for publishers, studios, and streamers looking to identify trending book-to-screen adaptations.

The details

The new 'Fandom' ad formats, similar to TikTok's recent 'Streaming Ads' and 'New Title Launch' offerings, are designed to convert users' engagement with entertainment content into paid subscriptions and ticket sales. TikTok invited popular film and entertainment creators to the Berlinale International Film Festival to share behind-the-scenes content. In addition, TikTok is honing in on its growing book-loving user base, with the #BookTok hashtag amassing over 73 million posts worldwide. To capitalize on this trend, TikTok has partnered with Media Control to launch the #BookToScreen BookTok Bestseller List, which will spotlight books gaining popularity on the app that are being adapted for film and TV.

• Last month, TikTok announced 'Streaming Ads' and 'New Title Launch' ad formats.
• This week, TikTok introduced the same ad types at the 76th Berlinale International Film Festival.
• In 2024, over 25 million books recommended by TikTok were sold in Germany, generating revenue of almost $406 million.

What’s next

TikTok plans to continue expanding its entertainment-focused advertising offerings and partnerships, as well as closely monitoring the performance of the new #BookToScreen BookTok Bestseller List to identify emerging book-to-screen adaptation trends.