February 17, 2026
Let’s be honest social media is like a train that never stops. It changes direction without warning, speeds up when you’re not ready and occasionally throws in a plot twist just to keep you on your toes. This year will be no different. So yes, buckle up it’s going to be a ride.
The “growth at all costs” era? That’s behind us. We’ve entered the age of meaningful connection. People don’t just want content. They want relevance. They want authenticity. And most importantly, they want to feel understood.
That’s where TikTok comes in.
New tools from TikTok – and why you should care
TikTok has introduced new advertising tools across Europe designed to help entertainment brands think streaming platforms, film studios and TV networks get better results from their marketing. It’s also launched a new #BookTok Bestseller List to spotlight the books everyone’s talking about.
Let’s break it down in simple terms.
TikTok Streaming Ads – showing people what they’ll actually like
The first new format is called Streaming Ads.
These are built specifically for streaming services like Netflix and Prime Video. Instead of showing random promotions and hoping for the best, these ads use AI to recommend shows and films based on what users already enjoy.
So, if someone spends their evenings watching crime drama clips, guess what? They’ll see ads for crime dramas. Obsessed with stand-up comedy? Expect to see the latest comedy specials pop up.
The ads can appear as:
- A scrollable carousel featuring four different titles.
- A media card that showcases several shows or films in one place.
Rather than putting all their eggs in one basket, streaming platforms can promote multiple titles in a single ad. More choice, more relevance, more chance someone clicks “watch now”.
And here’s the kicker four out of five TikTok users say the platform influences what they choose to stream. People are already discovering content there this just makes it easier to turn that discovery into action.
TikTok’s New Title Launch, catching people when they’re ready to buy
The second tool is called New Title Launch.
This one is all about timing and intent. It helps marketers promote big moments a new season premiere, a blockbuster film release or a live sports event to people who are most likely to take action.
TikTok looks at signals like:
- What genres someone prefers (romance, horror, sport – you name it).
- How they’ve engaged with similar content before.
- Even how price-sensitive they might be.
In plain English? It shows ads to people who are already halfway to getting their card out.
That means less wasted budget and more results. And in 2026, smart spending beats loud spending every time.
The rise of #BookTok – from page to screen
Then there’s #BookTok.
This is the part of TikTok where readers share reviews, recommendations and emotional reactions to the books they love. And it’s not just a cosy little corner of the internet it’s driving serious sales.
TikTok has now launched a BookTok Bestseller List to highlight the titles generating the most buzz. That buzz doesn’t just sell books. It can launch entire franchises.
Take Maxton Hall by Mona Kasten. It gained huge traction on BookTok before being adapted into the series Maxton Hall – The World Between Us on Prime Video.
When the show launched, it became Prime Video’s most successful non-US series and topped charts in over 120 countries. The second season shot straight to number one globally within 24 hours. Meanwhile, the original book sold over 1.7 million physical copies in Germany alone.
Not bad for something that started as online chatter.
Why this really matters
TikTok isn’t just a place for dance trends and funny clips anymore. It’s become a serious discovery engine. It influences what people read, watch, buy and subscribe to.
And in a world where attention is scarce and trust is everything, platforms that connect the right content with the right audience are gold dust.
The real question is: are you using it properly?
If you’re in entertainment, publishing or streaming and you want to turn attention into actual results (not just vanity metrics), now’s the time to rethink your strategy.
Ready to stop shouting and start connecting?
Get in touch with our team today and let’s make sure your next launch doesn’t just make noise it makes impact.