TikTok enlists IMDb to forge closer ties with film and TV content

IMDb, the Apple-owned source for information on movies, TV shows, and celebrities, has unveiled a new partnership with TikTok, to help social media platform’s community share and discover movie and TV content and information.

Nikki Santoro

Powered by IMDb, TikTok has launched a feature that allows users to link to movie and TV titles directly within the videos they create. The link directs people to a dedicated in-app page that showcases other videos that linked to the same title and highlights essential data about the movie or TV show, provided by IMDb, including top cast members, director, genre, release date, runtime, and user rating.

Users can also add movies and TV shows to the favorites tab of their profiles, allowing followers to access the titles’ information from IMDb. People can link up to five movies and/or TV show titles in a single video. For now, the feature is available to users in the US and the UK, but is likely to roll out futher in due course.

“We’re excited to welcome TikTok as the latest major company to rely on IMDb data to power new experiences for their customers,” said Nikki Santoro, chief operating officer of IMDb. “This innovative collaboration enables TikTok creators to showcase and share the movies and shows they love, further extending the IMDb mission to help customers discover and decide what to watch and listen to, wherever they are.”

Grace Li, director of strategic partnerships at TikTok and ByteDance, added: “TikTok’s global community of movie and TV enthusiasts is incredibly active and passionate, with more than 25 billion combined views for the hashtags #FilmTok, #MovieTok, and #TVTok.  As we continue to find new ways to enrich the TikTok experience, this new feature, developed in collaboration with IMDb, gives our community more opportunities to discover, create, and share the content they love.”