TikTok has announced a range of new ad options and tools at its fifth annual “TikTok World” event, including updated audience analytics, new AI-powered catalog ads, improved creator partnership insights, and more.
First off, TikTok’s launching a new “Market Scope” analytics offering, which will enable advertisers to examine key audience insights, based on where they are within the buying cycle.
As you can see in this example, the new insights tool will separate your audience into “Awareness,” “Consideration,” and “Conversion” categories, so you can glean more insight into different audience specifics.
As per TikTok:
“Using a rigorous, data-backed methodology, TikTok Market Scope tracks 12+ signals to identify your Consideration audience who are 14-16x more likely to convert than those in the awareness stage.”
So now, you’ll be able to hone in on this specific segment, which could help you produce better results.
You’ll also be able to break down your data into a range of demographic qualifiers, providing more insight into your marketing plan, and how to reach potential customers with your TikTok promotions.
Which then leads into Brand Consideration Ads, a new ad offering that builds off of Market Scope data:
“Brand Consideration is a new campaign objective on TikTok, designed to help brands grow their high-intent, mid-funnel audience pool – users who are already showing meaningful signs of exploration and engagement.”
Utilizing the same signals as Market Scope, Brand Consideration Ads provide an easy way to convert that insight into targeted promotions, to a more active audience.
TikTok’s also announced some new additions to its “TikTok One” platform, which aims to help connect brands with relevant creators for collaborative campaigns.
In order to facilitate more effective creator partnerships, TikTok’s launching “TikTok One Insight Spotlight,” which provides more data on what people are engaging with in the app, and what your target audience, specifically, is looking for.
As you can see in this example, the new dashboard will provide an overview of trending keywords and hashtags, with demographic breakdowns attached to each.
So now, you’ll be able to glean more insight into relevant TikTok trends faster, which could help you find more relevant creators to partner with.
TikTok’s also launching a new “TikTok One Content Suite,” where marketers will be able to find and access all user-generated videos mentioning their brand or products on TikTok, which they can then convert into ads, if they choose.
TikTok’s also added more agency partners to its “Partner Exchange” element within the TikTok One platform.
TikTok’s also looking to help brands tap into the rising use of the app as a discovery tool, with “Search Center,” an AI-powered platform within TikTok Ads Manager which aims to make buying search ads in the app simple and easy.
Search Center will include updated keyword suggestion tools, measuring capabilities, and creative tools, aligned with the latest discovery trends. And with search activity in the app up 40% year-over-year, that could be another valuable consideration for your campaigns.
Finally, TikTok has announced some new features for its commerce-focused ad tools, in “Symphony,” “Smart+,” and “GMV Max.”
For Symphony, its AI video generation platform, it’s now looking to integrate Smart+ campaigns into Symphony’s capabilities, so you can launch ads direct from the creation element.
Smart+ is TikTok’s fully-automated, AI-powered ad campaign solution, and the integration with Symphony will bring more creative options into your Smart+ toolset.
It’s also adding more control options into Smart+ campaigns, so that marketers can better define where their ads will be shown, and to whom, in the app.
It’s also launching integrated Smart+ Catalog Ads, which will provide more personalized product recommendations, while it’s also investing in new measurement solutions to track and measure the performance of these initiatives.
There’s a heap to consider here, a heap of new ad options and refinements that could change the way that you advertise in the app, offering new ways to reach TikTok’s billion-plus users, and connect via influencers, trends, etc.
Each element has unique value, and if you’re looking to boost your TikTok marketing, you now have a range of new options to consider.
You can learn more about TikTok’s “TikTok World” announcements here.
