Today at the 4th annual TikTok World product summit, TikTok announced new ad solutions to help brands chart new territories on TikTok by scaling their creativity and performance with a new suite of Creative AI tools, Performance and Measurement solutions, and enhancements to high impact Branding placements. We’ve had the opportunity to listen, learn and build together with the most creative marketers across the industry, and we’re excited to embark on this next stage of our journey by continuing to innovate our advertising products to deliver the best experience to brands, creators and our entire TikTok community.
TikTok is entertainment that drives impact. With an audience of over 1 billion users, TikTok offers brands an opportunity to be innovative storytellers and connect with their communities in unique and creative ways. We are thrilled to welcome advertisers to our 4th annual TikTok World to showcase our commitment to building innovative, industry-leading solutions that allow them to participate in the magic of TikTok.
– Sofia Hernandez, Global Head of Business Marketing, TikTok
TikTok One and Symphony
TikTok-first content and creative is what drives engagement between brands and the TikTok community and inspires people to take action on and off platform. Studies have shown ads made specifically for TikTok achieved 83% higher engagement rate and 71% of people say a brand is personally relevant to them after watching TikTok-first creative.
To help brands streamline and scale the creative process, TikTok are introducing two new solutions:
TikTok One
A centralized destination featuring a full creativity portal for marketers. Brands can now tap into this one stop shop to access TikTok trends, insights, and creative resources, including TikTok Creator Marketplace and TikTok Creative Challenge.
With TikTok One, advertisers will be able to access nearly 2 million creators, discover top agency partners and leverage AI-powered creative tools to implement and scale successful TikTok campaigns — all with a single log-in.
TikTok Symphony
TikTok’s new Creative AI suite helps marketers scale content development, creativity, and productivity on TikTok. With Symphony, everything from writing a script to producing a video and optimizing assets is simple and efficient — fueling real results with content that strikes a chord.
Regardless of creative maturity or resource availability, TikTok’s creative AI tools help marketers supercharge productivity, create at scale, and tap into campaign insights to make informed decisions and refinements to their creative strategies. TikTok are building for the future of creative and are inviting brands to come test and learn with them as they look to simplify and empower creative that breaks through.
Performance Innovations
People come to TikTok to learn new topics and discover products and trends, taking real action as a result of this experience. For example, 61% of users have made a purchase either directly on TikTok or after seeing an ad, 59% of users use TikTok to decide what game to download next, and 52% of users even research cars because of TikTok content they have seen.
To help advertisers meet users wherever they are on their purchase journey, and turn discovery into measureable action, TikTok are introducing new performance automation solutions:
- Predictive Automation: Through predictive AI and machine learning, the new performance solutions maximize business outcomes for advertisers, whether that’s driving more sales, leads, or app installs. Advertisers will be able to input the necessary assets, budget, and goals and TikTok’s predictive automation solutions will select the best creative asset, choose the right audience, and put the best ad in front of the right customer at the right time, based on the advertiser’s objectives.
- Ad Optimization for TikTok Shop: The new TikTok Shop ad optimization solution will help automate bidding, budgeting, ad management, and creative for TikTok Shop products, while also considering the most important merchant costs like affiliate payouts, ad spend, and platform fees to help optimize Shop merchant’s total return on investment.
- Unified Lift: A new measurement tool that measures how performance campaigns influence the decision journey–empowering advertisers to confidently maximize the results of their investments on TikTok. Unified Lift combines the power of Brand Lift Studies and Conversion Lift Studies to give brands a comprehensive view of their total TikTok campaigns’ impact.
Branding Ad Solutions
With a highly engaged global community on TikTok, brands have an enormous opportunity to create a memorable and entertaining experience for their communities. To help tap into the full entertainment experience and engage with their audiences, TikTok are introducing:
- Interactive Add-Ons for TopView: New gesture and pop-up elements added to TopView ads to help capture the undivided attention of the TikTok community in a full-screen, sound-on environment. Interactive Add-Ons for TopView allow advertisers to add pop-out elements and countdown stickers to boost brand engagement and encourage interaction.
- Duet with Branded Mission: Enabling brands to tap further into the TikTok community’s native behaviors, Duet with Branded Mission enables brands to invite TikTok creators to Duet with their Branded Mission videos to help increase engagement and participation from audiences across the platform.
Fueling the TikTok Advertising Ecosystem
To help brands find the right partner to fuel their TikTok campaigns, there’s a new TikTok Media Buyer Certification program. This global Certification empowers digital marketers to showcase their skills in TikTok advertising and empower brands with a network of trusted TikTok partners.
We are continuously working to provide our partners with simplified and effective solutions so we can succeed and grow together. 7 million businesses look to TikTok to grow their business and connect with communities. We look forward to continuing supporting businesses of all sizes create entertainment that drives impact.
– TikTok
