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TikTok announced new tools for advertisers today at its fourth annual TikTok World event, focusing on artificial-intelligence-powered automation and measurement tools that make it quicker and easier for marketers to create relevant ads on the platform.
The first set of tools, TikTok One, is a hub that gives advertisers access to creators, creative tools, agency partners and measurement. all in one place.
The second, TikTok Symphony, serves as an umbrella for the platform’s AI-powered tools, which includes support for scriptwriting, video production and asset optimization.
“We are supercharging productivity to help brands create at scale,” Adrienne Lahens, global head of operations for TikTok Creator Marketing Solutions, told reporters during a media briefing Tuesday. “We’re building for the future of creative, and we’re inviting brands to come and test and learn with us as we look to simplify and empower creative that breaks through.”
The company declined to comment on whether the threat of a TikTok ban has impacted its advertising business, following one reporter’s question.
“Coming off of NewFronts, we’ve seen so much excitement from our advertising and brand partners that are fully leaned in and ready to come and continue building, learning and testing with us,” Kate Amery, global B2B communications manager, said in response.
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TikTok also announced tools that let advertisers set the criteria to reach certain campaign goals, using AI and machine learning. After selecting budget, creative assets and goals, the predictive automation tools will choose the right creative, audience and time to achieve the advertiser’s goals.
Research from Kantar showed that TikTok-first ads boost purchase intent and brand favorability by nearly 40%, the company noted. The company also touted that close to 80% of users prefer brands that demonstrate an understanding of how to create content for the platform, according to a 2022 survey conducted by Ipsos. The new tools aim to make it simpler and quicker for brands to create ads that resonate with TikTok’s 1 billion-plus global users.