At its TikTok World 2024 event, TikTok announced a series of updates to make it more efficient to use its various advertising tools, including updates to its AI creative tools, improved ad automation options, and the addition of new ad types.
First, TikTok is a newIts “Interactive AI Suite” for advertising partners, called “Symphony,” will provide AI assistance with script writing, video production, brainstorming ideas and more.
The tool essentially brings together all of TikTok's existing AI tools into one platform and can also generate video promotions based on existing assets.
To be clear, most or all of these features already exist: TikTok released an AI ad script generator last June, a creative assistant tool (to help you brainstorm ideas) last September, and has been working on a translation tool for a while. The AI creative elements are also part of the Creative Center tool, so essentially all of these elements are coming together on one platform and are easily available in one place.
Don't get me wrong, it's still useful, but the specific features aren't as new and flashy as they may seem.
Similarly, TikTok also announced “TikTok One,” a new place to manage all of its marketing tools.
TikTok One gives easier access to TikTok's various tools, essentially replacing the current Creative Center and adding additional creation elements.
As the TikTok description states:
“Brands will be able to use this one-stop shop to access TikTok's creators, production partners and insights. TikTok Creator Marketplace and TikTok Creative Challenge. With TikTok One, advertisers will be able to access nearly two million creators with a single login, discover top agency partners, and leverage creative tools to run and scale successful TikTok campaigns.”
Having everything in one place makes formulating your TikTok campaigns easier and allows for convenient integrations.
TikTok has announced that it will launch TikTok One later this year.
In terms of ad performance tools, TikTok announced that it will also be improving its predictive AI and machine learning tools for ad targeting to improve campaign results.
“Based on advertiser objectives, TikTok's predictive automation solution selects the best creative assets, chooses the right audience and shows the best ads to the right customers at the right time.”
It also rolls out marketing optimization solutions for TikTok Shops, providing bidding, budgeting, ad management, and creative automation solutions for TikTok Shop products.
Finally, TikTok is also launching “Unified Lift,” which will consolidate existing campaign measurement capabilities into a single performance measurement.
“[Unified Lift will] “We empower advertisers to confidently maximize the return on their TikTok investments. Unified Lift combines the power of Brand Lift and Conversion Lift studies to give businesses a comprehensive view of the impact of their entire TikTok campaigns.”
TikTok also announced two new advertising products at the event.
The first one”“TopView's interactive add-on” Advertisers can include “pop-out elements” and countdown stickers within their top-view campaigns.
TikTok is also adding “Duet with Branded Mission,” which allows brands to invite TikTok creators to join Duets in their Branded Mission videos, helping to increase engagement and participation.
There are some interesting additions here, but as mentioned above, most of the announcement is really just streamlining existing TikTok advertising tools, which are useful in their own right, but don't offer much that's new on first glance.
But it will make TikTok's various advertising tools easier to use and allow more brands to take advantage of its more advanced AI-assisted creation tools.
That said, I'd still be a bit hesitant to let an AI create large parts of your campaign, but with some human intervention and input, there are some valuable tools here that can help.
Read more about the TikTok World announcement here.
