TikTok World 2024: Unveiling New Ad Solutions to Harness Creativity, Entertainment, and Performance

From Tube Girl to #BookTok, TikTok has emerged as a global entertainment platform where over 1 billion people come to enjoy content that surprises, informs, educates, and entertains. Over the past four years, advertisers have proven to be core to the TikTok experience, propelling their brands into the center of culture and entertainment by listening and being a part of the TikTok community.

Today, at our 4th annual TikTok World product summit, we are thrilled to unveil a suite of new business solutions designed to help brands chart new territories on TikTok. These include innovative Creative AI tools, advanced Performance and Measurement solutions, and enhanced high-impact Branding placements. TikTok provides brands with a unique opportunity to be at the forefront of culture, connecting with fully engaged, sound-on audiences in ways that are unparalleled. We’ve listened, learned, and built alongside the industry’s most creative marketers, and we are excited to continue this journey of innovation to deliver the best experiences 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,” said Sofia Hernandez, Global Head of Business Marketing at TikTok. “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.”

Return on Creative

Brands that embrace TikTok-first content capture attention and drive engagement. Research shows that creating TikTok-first ads boosts purchase intent by 37% and brand favorability by 38%, with 79% of users preferring brands that understand how to create content specifically for the platform.

To help brands streamline and scale the creative process, we are introducing two new solutions:

  • TikTok One: A centralized destination for marketers to access our creative tools. Brands can tap into this one-stop-shop to access TikTok creators, production partners, and insights, including TikTok Creator Marketplace and TikTok Creative Challenge. With TikTok One, advertisers can access nearly 2 million creators, discover top agency partners, and leverage our creative tools to implement and scale successful TikTok campaigns—all with a single login.
  • TikTok Symphony: Our new Creative AI suite blends human imagination with AI-powered efficiency, helping marketers scale content development, creativity, and productivity on TikTok. From scriptwriting to video production and asset optimization, Symphony simplifies and enhances the creative process, fueling real results with a new paradigm of creativity. We invite brands to join us in testing and learning with these tools as we build the future of creative advertising.

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Where Entertainment and Discovery Meet Performance

People come to TikTok to learn new topics and discover products and trends, often taking real action as a result. For example, 61% of users have made a purchase either directly on TikTok or after seeing an ad, 59% use TikTok to decide what game to download next, and 52% research cars because of TikTok content.

To help advertisers meet users wherever they are on their purchase journey and turn discovery into measurable action, we are introducing new performance automation and measurement solutions:

  • Performance Automation: Utilizing predictive AI and machine learning, our new performance solutions maximize business outcomes for advertisers, whether driving more sales, leads, or app installs. Advertisers can input the necessary assets, budget, and goals, and TikTok’s predictive automation will select the best creative asset, choose the right audience, and place the best ad in front of the right customer at the right time.
  • TikTok Shop Marketing Automation: This new solution helps automate bidding, budgeting, ad management, and creative for TikTok Shop products, considering key merchant costs—affiliate payouts, ad spend, and platform fees—to optimize Shop merchants’ total return on investment.
  • Unified Lift: A tool that measures the performance of TikTok campaigns across the entire decision journey, empowering advertisers to maximize their investments on TikTok confidently. Unified Lift combines Brand Lift Studies and Conversion Lift Studies to provide a comprehensive view of a campaign’s impact.

Building Entertaining Brand Moments

With a highly engaged global community, brands have an enormous opportunity to create memorable and entertaining experiences for their audiences on TikTok. To help brands tap into the full entertainment experience, we are introducing:

  • Interactive Add-Ons for TopView: Advertisers can now add pop-out elements and countdown stickers to boost brand engagement and encourage interaction.
  • Duet with Branded Mission: This feature enables brands to tap into TikTok’s native behaviors by inviting creators to Duet with their Branded Mission videos, increasing engagement and participation across the platform.

SOURCE: Tiktok

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