The 4th annual TikTok World product summit, the social networking platform offers new business solutions to help brands chart new territories on TikTok with a new suite of Creative AI tools, Performance and Measurement solutions, and enhancements to high impact Branding placements.

“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,” states 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

When brands lean into TikTok-first content that strikes a chord and resonates with their community, it captures attention and drives engagement. Research shows that TikTok-first ads boosts purchase intent by +37% and brand favorability by +38% (1) and 79% of TikTok users show a preference for brands that demonstrate a clear understanding of how to create content specifically for the platform (2). With this insight, the platform is introducing two new solutions:

• TikTok One: A centralized destination for marketers to access our creative tools. Brands will be able to 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 will be able to 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 log-in.
• TikTok Symphony: Our new Creative AI suite that blends human imagination with AI-powered efficiency to help 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 a new paradigm of creativity. We are supercharging productivity to help brands create at scale. We are building for the future of creative and are inviting brands to come test and learn with us as we look to simplify and empower creative that breaks through.

Where Entertainment and Discovery Meets Performance

61% of users have made a purchase either directly on TikTok or after seeing an ad (3), 59% of users use TikTok to decide what game to download next (4), and 52% of users even research cars because of TikTok content they have seen (5).  To help advertisers meet users wherever they are on their purchase journey, and turn discovery into measureable action, TikTok is introducing new performance automation and measurement solutions:

• Performance Automation: Through predictive AI and machine learning, our 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.
• TikTok Shop Marketing Automation: TikTok Shop marketing optimization solution will help automate bidding, budgeting, ad management, and creative for TikTok Shop products, while also considering the most important merchant costs — affiliate payouts, ad spend, and platform fees — to help optimize Shop merchant’s total return on investment.
• Unified Lift: A new tool that measures the performance of your TikTok campaigns across the entire 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 businesses a comprehensive view of their total TikTok campaigns’ impact.

Learn more about performance innovation here.

To help tap into the full entertainment experience and engage with their audiences, TikTok is also introducing the following Branding Ad Solutions:

• Interactive Add-Ons for TopView: allowing 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.

Learn more about Branding Ad Solutions here.

To help brands find the right partner to fuel their TikTok campaigns, TikTok is launching a Media Buying Certification program. This global Certification empowers digital marketers to prove and showcase their skills in TikTok advertising and strengthens the network of trusted TikTok partners for advertisers.

1. TikTok Marketing Science Creative Coding Analysis based on 3,500 TikTok ads that ran from 1/1/2021 – 10/1/2021 representing all major verticals, conducted by Kantar, 2022
2. TikTok Marketing Science Global Creative First Study 2022 conducted by Ipsos
3. TikTok Marketing Science Global Shopping Ads Product Research Study 2022, conducted by Material
4. TikTok Marketing Science US TikTok Made Me “Blank” It Research 2022, conducted by MarketCast
5. TikTok Marketing Science US TikTok Made Me “Blank” It Research 2022, conducted by MarketCast