- TikTok unveiled a bunch of features designed to increase the app’s appeal to advertisers at its fifth annual TikTok World product summit earlier this week, according to an organization blog post.
- New features include expanded branding solutions, creative and artificial intelligence (AI) powered tools, automation features and search capabilities. A brand new analytics platform called TikTok Market Scope allows advertisers to higher understand and activate audiences across every stage of the funnel.
- The platform also announced an AI-powered Search Center platform meant to simplify buying search ads on TikTok through keyword suggestion and artistic tools and measurement capabilities. The latest updates come because the ByteDance-owned app’s fate in the U.S. stays uncertain.
TikTok has been a number one player in social media marketing for the past five years. Even with a cloud hanging over its head, industry forecasts predict TikTok’s ad revenue will rise 24.5% yr over yr to $32.4 billion in 2025, assuming the service doesn’t go dark. Accordingly, TikTok is showcasing all that it might do to help marketers grow their businesses.
“We have been listening to our promoting partners and developed modern products for every stage of the marketing funnel,” said David Kaufman, global head of product operations and solutions at TikTok, in a press release.
At the highest of the brand new product list is TikTok Market Scope, a brand new analytics platform that gives advertisers with a view across the whole consideration funnel, enabling them to understand precisely what motivates their audiences. The platform can be introducing a brand new mid-funnel product, Brand Consideration ads, that evaluates audiences based on greater than a dozen mid-platform behaviors including commenting, searching, sharing and following to move consumers from awareness to consideration.
TikTok can be adding latest features to its TikTok One creative platform. TikTok One Insight Spotlight helps marketers understand the content their audiences are watching after which utilizes first-party data to discover emerging trends, enabling brands to construct more practical engagement strategies. A brand new Content Suite feature enables marketers to find and access user-generated videos that mention their brand or products, and convert them into promoting content. The latest feature surfaces 40 times more relevant and impactful results than simply searching in the app, according to TikTok’s internal data.
TikTok also unveiled a brand new AI-powered Search Center platform inside its TikTok Ads Manager to simplify the means of buying ads on TikTok. Search Center includes keyword suggestion tools, measuring capabilities and artistic tools. Search has grow to be big business for TikTok, with 1 / 4 of users looking for something throughout the first 30 seconds of opening the app and overall search growth increasing by 40% over last yr, per TikTok.
Also on the AI front, TikTok said it might scale three of its AI-powered tools, TikTok Symphony, Smart+ and GMV Max, into its platform to enhance the accountability, scale and impact of performance campaigns in addition to greater brand safety tools for ad placement. The company may also launch latest Media Mix Modeling badges for marketing partners to drive investment and impact across media channels, and expand the TopView premium ad placement, which places an ad at the highest of the app when it’s opened.
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