TikTok Unveils New Advertising Tools to Enhance Brand Engagement

TikTok introduced introduced a slew of new advertiser tools at the company’s annual advertiser summit on June 3rd. The new products range from AI-powered ad tools to features designed to connect creators and brands more effectively. The overall picture is clear: advertiser content on TikTok is set to become much more tailored and specific.

Enhanced Audience Insights

The company will provide brands with precise details about how their target audience is using the platform. This includes AI-generated suggestions on ads to run. Using a tool called Insight Spotlight, advertisers will be able to sort by user demographics and industry to see what videos users in their target group are watching and what keywords are associated with popular content. For instance, an AI-generated suggestion may recommend that a brand “produce video content focused on ‘hormonal health’ for female, English-speaking users” and to include a specific keyword. Another feature within Insight Spotlight analyzes users’ viewing history to identify types of content that are gaining traction.

Adapting to Viral Trends

TikTok’s rise in prominence can be attributed to its spin-the-wheel, seemingly random quality, where anything or anyone could go viral overnight. Brands have historically attempted to keep pace by jumping on trends, utilizing popular formats and songs, and partnering with influencers who are often at the center of these trends. The new tools will provide advertisers with even more ways to specifically tailor their content toward what is currently trending on the platform and what users are actively searching for and watching.

SEO for TikTok Advertisers

In this context, the advertiser tools can be seen as TikTok’s equivalent of search engine optimization (SEO). They aim to flood the platform with content that captures organic user behaviors. The notion that TikTok can function as a search engine has been widely discussed been around for several years, with the company reporting that one in four users search for something within 30 seconds of opening the app. Additionally, brands can also buy ad space on search result pages.

Streamlined Influencer Content Management

The company is also launching a streamlined method for brands to source influencer content. A new tool called Content Suite aggregates vetted user content that mentions a brand. Advertisers can scroll through videos and request permission to use them as ads, all within a single platform. Previously, brands had to locate videos independently and negotiate permissions with creators through side channels like direct messages or comments. Content Suite integrates this process into the TikTok ecosystem, making it more efficient for brands to leverage user-generated content.

Conclusion

With these new tools, TikTok is positioning itself as a more robust platform for advertisers, enabling them to create more targeted and effective campaigns. As brands adapt to these changes, the potential for enhanced engagement and connection with audiences on TikTok is significant.