TikTok Release Notes

Below is today's news made by TikTok USDS Joint Venture LLC.

Every day, people come to TikTok to find their next adventure, like the hotel with the view that sparked their interest, the hidden gem restaurant a creator swears by, or the experience they didn't know they needed. Today, we’re announcing TikTok GO, a new way for people in the United States to discover and book local services, including hotels, attractions, and tours, directly on TikTok.

Built into the app more than 200 million Americans use, TikTok GO helps connect the places and experiences people discover on TikTok with the businesses behind them. Whether planning a weekend trip, looking for something to do nearby, or following a creator recommendation, people can explore and book in just a few taps.

How it works

TikTok GO surfaces lodging and things to do across the ways people already discover content on TikTok – through videos, search, and location pages. When users find something they love, they can view details, check availability, and complete a booking in just a few simple steps.

TikTok GO makes it easier for people to discover and book hotels and experiences directly on TikTok. With partners spanning accommodations and experiences – including Booking.com, Expedia, Viator, GetYourGuide, Tiqets, and Trip.com – TikTok GO is bringing a wider range of travel inspiration and booking opportunities onto the platform. Users must be at least 18 years old to book an experience through TikTok GO.

Turning discovery into action

TikTok is already where America discovers what’s next. Now it’s where they can book it. Tens of thousands of new posts shared each day across accommodations and things to do show how discovery is already happening on TikTok – and TikTok GO helps turn that momentum into action.

“Every day on TikTok, millions of people discover where to eat, where to stay, and what to do next. TikTok GO connects that moment of inspiration directly to the businesses behind it, and that’s good for creators, good for local businesses, and good for communities.” – Adam Presser, CEO of TikTok USDS Joint Venture

For businesses and creators

TikTok GO gives local businesses and travel partners a new way to reach people who are already looking for inspiration. By connecting merchants with TikTok’s discovery ecosystem across video, search, and location pages, TikTok GO helps businesses reach new audiences, drive bookings, and build stronger connections with the communities they serve.

“We’re excited to collaborate with TikTok to turn those ‘I wish I were there’ moments into real stays with TikTok GO. By bringing Booking.com directly into the TikTok journey, travellers can move from discovering a dream accommodation in a video to securing their stay in just a few taps — making it easier than ever to turn inspiration into unforgettable experiences.” – Mark van der Linden, VP Partnerships, Booking.com

"Our partnership with TikTok marks a major shift in how travel experiences are booked through TikTok GO – enabling travelers to move directly from discovery to a seamless booking. Whether it's visiting the Vatican or checking out a cooking class in Tokyo, we're collapsing the time between inspiration and action. With over 200,000 experiences across 12,000 destinations, GetYourGuide is well-positioned to power that moment at scale, giving our operators – many of them small, local businesses – direct access to a massive, travel-hungry audience. Experiences have become the primary reason people travel, not an afterthought. With TikTok GO, we're at the center of that transformation, right at the moment of inspiration." – Johannes Reck, Co-Founder & CEO, Get Your Guide

For creators, TikTok GO turns local storytelling into a real rewards opportunity. Creators who feature hotels, attractions, and local services can connect their content directly to bookings, with opportunities to earn through commissions and creator campaigns.

TikTok has long been a place where discovery begins. And just as TikTok Shop helps people turn discovery into action, TikTok GO makes it easier to turn inspiration into real-world experiences – and this is just the beginning of how we’ll continue to connect people with the places and businesses they love.

Our quarterly look at the latest product innovations designed to help brands and agencies drive business impact on TikTok.

What's new

Each quarter, TikTok Product Preview shares the latest tools and features to help brands grow on TikTok. In our second update of 2026, we've bundled these innovations into three sets, including new controls for Smart+ automation, a performance-focused update to TikTok Pulse, and commerce solutions designed to reduce setup friction and improve product visibility.

Set #1: Giving advertisers more control and flexibility with Smart+

Smart+ modular control

Smart+ now allows advertisers more control over automation at the module level. Advertisers can turn automation on or off for specific modules, including targeting, budget, and placements. We've also updated the TikTok Ads Manager interface to make this clearer. A Smart+ label now appears on each module so you can easily see which parts of a campaign are automated and which are manual.¹

Smart+ Automatic Placement

Smart+ Automatic Placement now offers the option to manually select placements during campaign setup in TikTok Ads Manager. Advertisers can choose specific placements, including TikTok, Lemon8, and Global App Bundle—which includes apps like CapCut and Pangle.

Music Autofix

Music Autofix is now available for advertisers running Smart+ App campaigns. Powered by automation, Music Autofix helps unblock ad delivery when music in an ad is not commercially licensed. The feature automatically detects when music cannot be used, alerts advertisers to music blockers, and inputs alternative tracks from the Commercial Music Library.

Expansion to Traffic objective

Previously focused on lower-funnel performance campaigns, Smart+ is now built directly into Traffic campaign setup, where advertisers can use the same modular toggle to decide which parts of the campaign to automate and which to manage manually.

Learn more about Smart+ automation: Blog | Business Help Center

Set #2: Bringing stronger branding performance to TikTok Pulse

View+ for Pulse Core

View+ for Pulse Core is a new feature that allows advertisers to optimize for 6-second view-through rates on Max Pulse and Category Lineup campaigns. While TikTok Pulse Core has traditionally focused on brand impact through adjacency next to the top 4% of trending, brand-safe user-generated content, View+ adds a new performance layer by helping advertisers reach attentive users who are likely to watch their ads longer. Advertisers can activate View+ for Pulse Core by toggling it on at the ad group level in TikTok Ads Manager.²

Learn more about TikTok Pulse Core: Blog | Business Help Center

Set #3: Streamlining setup and product discovery for commerce advertisers

One Asset Manager

One Asset Manager is a new solution for commerce advertisers that brings catalog, creative, and data connections into a single workflow within TikTok Ads Manager. By bringing these elements together in one place, it helps simplify campaign setup and improve performance. One Asset Manager is currently available for testing in the US.³

Collage Carousel

Collage Carousel is a new format that puts more products in view from the start, featuring one hero image and three additional product visuals in the first frame. Each image is clickable and linked directly to its product detail page. Advertisers can use Collage Carousel at the ad level in TikTok Ads Manager.

Notes:

1. All Smart+ updates will be available globally in Q2 2026.
2. View+ is currently available for Pulse Core Max and Category Lineups via allowlist in the US and Canada.
3. One Asset Manager and Collage Carousel will be available in the US only in Q2 2026.

This document is the property of BD TikTok USA LLC ("TT Commerce") and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TT Commerce undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance. Results may vary.

Bringing more consistency, control, and creativity to advertising at scale.

TikTok Symphony is now integrating Dreamina Seedance 2.0, ByteDance's next-generation AI video model, into our go-to suite of AI tools for advertisers, unlocking new possibilities for brands, small businesses, and creators to bring their best ideas to life.

What's new in Symphony Creative Studio

The addition of Dreamina Seedance 2.0 into Symphony Creative Studio will further enhance advertisers' go-to video creation tools by helping them produce consistent, high-quality video content at scale without the manual fixes that slow down production.

The model improves the consistency of products throughout content, so they remain recognizable across video segments with fewer manual corrections. Motion is also more natural, with smoother movement throughout. Together, these improvements mean less time spent fixing outputs and more time scaling your campaigns.

Everything else you love about Symphony Creative Studio remains the same. Simply input your text, images, or reference clips, and get back polished video with audio that's perfectly in sync. Whether you're working from a detailed brief or a rough early concept, Dreamina Seedance 2.0 helps to turn your inputs into cohesive, high-quality content that feels authentic to TikTok.

Dreamina Seedance 2.0 available in Symphony Creative Studio

What this means for your brand

Symphony was already built to scale your creative output without scaling your budget. Dreamina Seedance 2.0 raises the bar on what that output can look like:

• Consistent storytelling: Symphony keeps your creative workflow connected across assets and campaigns. Dreamina Seedance 2.0 matches outputs, with character and brand identity that holds across content without visual drift.
• Faster production: Symphony compresses ad creation timelines from weeks to hours. Dreamina Seedance 2.0 means fewer revision cycles because the quality from the first pass is higher.
• Content that feels TikTok-first: Symphony generates TikTok-first content with synchronized audio. Dreamina Seedance 2.0 sharpens the motion and coherence that makes that content earn attention in a feed that rewards authenticity.

Built with responsibility at its core

At TikTok, we follow Responsible AI Principles that embed safety, privacy, fairness, transparency, and accountability into our AI experiences by design, while working closely with external experts who advise on our approach.

As Dreamina Seedance 2.0 brings more powerful AI video capabilities to Symphony, the model has undergone extensive testing by global safety and intellectual property teams working alongside third-party red-teaming partners to test capabilities before they reach advertisers. Symphony features several layers of tailored safeguards built in across the full product lifecycle, including:

• Firm policies against harmful content and the unauthorized use of likeness or intellectual property, which are applied through multiple moderation checks on the prompts, reference images, and content generated with our tools.
• AI labels that provide transparency to viewers, along with an invisible watermarking technology that helps us identify and act on content made with Symphony tools, even if it has been edited elsewhere.
• Industry-partnered AI safety and labeling technologies, including additional moderation filters from a third-party safety partner, as well as C2PA Content Credentials, a technology that helps other platforms identify AI-generated content made with our tools.

Dreamina Seedance 2.0 in Symphony Creative Studio

Less fixing. More creating.

With Dreamina Seedance 2.0 at its core, Symphony gives brands everything they need to produce, test, and scale TikTok-first content quickly, with fewer manual edits. Check out Symphony Creative Studio and start creating TikTok-ready branded content today.

Symphony with Dreamina Seedance 2.0 is available to all paid advertisers globally.

As we learn from our community's feedback, we look forward to testing this model in additional TikTok experiences as we work to provide creators and businesses with innovative tools that make it easy to explore AI responsibly and create original, high-quality content they can share with the world.

This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.

At TikTok, our mission is to inspire creativity and bring joy, and the safety and security of our community are the foundations that make this possible.

This quarter, we've made significant progress in enhancing the safeguards and standards that matter most to advertisers. Here are the key updates.

1. Setting new standards for brand reputation

Brand reputation is built moment by moment, through culture, community and creativity – and on a platform powered by discovery, those moments really matter. Our Brand Reputation Playbook sets out how to manage that in practice: combining clear standards, strong safeguards, and meaningful controls, so your brand can show up confidently, participate fully in culture, and never have to choose between creativity and protection.

Learn more in our Brand Reputation Playbook.

2. Building high-performing creator partnerships

What separates high-performing creator partnerships from high-risk ones? New research with the Brand Safety Institute (BSI) draws on interviews with hundreds of senior leaders to set out how to protect trust without sacrificing authenticity, and how to build creator partnerships that are effective, scalable and built to last.

The findings show that the strongest partnerships treat creator suitability not as a constraint, but as a shared framework that enables creativity, protects reputation, and sets clear expectations.

Explore the full findings from our research with the Brand Safety Institute.

3. Joining EASA to strengthen brand trust across Europe

We have joined the European Advertising Standards Alliance (EASA), reinforcing our commitment to responsible advertising through self-regulation and consumer protection. Through this partnership, we'll work alongside 28 national advertising self-regulatory organisations to support consistent industry standards. For brands, this means greater consistency, clearer expectations, and a more stable environment to invest and grow.

Explore our approach to responsible advertising in Europe.

4. Enhancing transparency and proactive enforcement

The final Community Guidelines Enforcement Report of 2025 shows ongoing progress in harmful content detection and removal, alongside expanded transparency into LIVE monetisation, comment moderation and ad enforcement.

Read the full report.

5. Strengthening age-appropriate experiences

We're rolling out enhanced technology across Europe to help moderation teams better detect and remove accounts that belong to users under the age of 13. Building on a pilot launched last year, these tools use signals such as profile information, published content and on-platform behaviour to support faster identification of underage accounts.

Learn more about age-appropriate protections.

6. Raising the bar on privacy and data security

On Data Protection Day 2026, we highlighted new tools and initiatives designed to strengthen privacy, security and data protection across our global community. These efforts help ensure advertisers operate in a trusted environment where user data is protected and platform integrity is prioritised.

Updates include the launch of Security Checkup, which gives users direct control over their account security, and the continued advancement of our data security initiative Project Clover with dedicated data centres, independent oversight and new Privacy Enhancing Technologies. We also highlighted our partnered with privacy tech company Oblivious to launch a first-of-its-kind competition driving real innovation in privacy research.

Learn more about our latest privacy and security initiatives.

Our commitment continues

Our work to keep TikTok safe, secure, and trustworthy never stops. We’ll continue to raise standards, innovate, and provide advertisers with the confidence to participate fully in culture. Stay tuned for more updates in our next quarterly report.

The new integration will connect fans and creators for personalized Cameo experiences directly within TikTok

TikTok and Cameo today announced a new partnership that will transform how creators connect with fans and monetize on TikTok.

Within the TikTok app, creators in the U.S. can now offer personalized Cameo videos directly to fans while also benefiting from a seamless path to join Cameo’s marketplace and start earning more revenue.

TikTok creators are among the fastest-growing talent segments on Cameo, using the site to transform fan engagement into meaningful revenue streams. With this partnership, TikTok is streamlining the process for fans requesting Cameo videos — creators can sign up for Cameo within the TikTok app and offer personalized videos directly to their audience. For TikTok creators who are already on Cameo, this is a new way for their followers to request videos, directly through content they are already engaging with.

"Empowering creators with tools to build deeper relationships with their community in an authentic way is at the core of what we do at TikTok," said Franklin Ramirez, TikTok's Director of Global Product Partnerships. "The new Cameo integration brings highly personalized experiences directly into TikTok, giving creators another way to connect one-on-one with their communities and monetize their content."

This collaboration streamlines creator onboarding while empowering them to add customized call-to-action buttons to their TikTok content, enabling followers to request personalized Cameo videos without leaving the app. TikTok users can also search for "Cameo" in the app to access the full library of available creators.

“Creators are at the heart of everything we do at Cameo, and TikTok creators have become an essential part of our community,” said Steven Galanis, CEO of Cameo. “Cameo videos regularly go viral on TikTok, showing the power of authentic fan connections and the appetite for personalized content. TikTok talent delivered its strongest year yet on Cameo in 2025, and by integrating directly into TikTok and making onboarding even easier, we are giving creators a simpler way to grow their business, deepen audience engagement, and unlock new revenue opportunities.”

Together, TikTok and Cameo are making personalized and authentic fan experiences possible by offering easy and rewarding ways for creators to connect with their fans everywhere.

TikTok is a global discovery platform where more than 200 million Americans come to watch, experience, and take part in the biggest cultural moments. It’s where premium video, culture, and creator-led storytelling converge, offering brands an unparalleled front row seat to the action. It's where audiences show up where the show is.

Today at this year’s IAB NewFronts, we are excited to launch new brand advertising solutions to help advertisers reach the engaged, unique communities on TikTok with Logo Takeover, Prime Time, TopReach and new Pulse offerings.

"TikTok is where people go to see what everyone is talking about right now. Big cultural moments show up on TikTok first, but so do the everyday things people share with each other. That means brands are not interrupting people – they are joining the conversation. What makes TikTok different is that ads live inside the content and products people already love. Whether it is a creator video, a search result, or a live shopping moment, brands can show up in ways that feel natural and useful. Our newest ad products make it easier for businesses to reach the communities that care about them and actually drive action, not just views," states Khartoon Weiss, VP, GM, Global Business Solutions at TikTok

Capturing Undivided Attention

To help brands capitalize on the very moment people open TikTok, we’re introducing Logo Takeover - a new premium ad format that gives brands an exclusive opportunity to co-brand with TikTok when users open the app for a powerful first impression. Without any other distractions, Logo Takeover captures people's attention the instant the app opens and creates a shared brand experience that showcases partnership, credibility, and cultural relevance while giving advertisers broad reach.

Timed with the trailer release of Supergirl, Warner Brothers took over TikTok to reach an engaged audience including moviegoers, film enthusiasts, and comic book fans. With their Supergirl takeover, Warner Brothers saw brand awareness and intent improve by double digits.

"Moviegoers are on TikTok, and as we build enthusiasm ahead of the release of Supergirl, coming to theatres this June, we’re pursuing creative ways to engage directly with audiences. We’re thrilled to be the first to have success with TikTok’s Logo Takeover and look forward to continuing our partnership,” states Dana Nussbaum, Co-Head, Global Motion Picture Marketing, Warner Bros.

Maximizing Reach

We’re making it even easier for brands to join cultural conversations and reach audiences when it matters most.

Prime Time is a sequential ad format that allows brands the option to show a series of ads at specific times - whether that be during a tentpole moment, live event or high-engagement period. Prime Time delivers up to three sequential ads from one advertiser to the same user within a designated 15-minute time window. With this new ad format, brands can tell a continuous brand story during high activity periods for maximum impact.

TopReach combines two existing high-visibility placements — TopView and TopFeed — into a single buy to help give advertisers maximum one-day reach. TopView is the first ad spot users see when they open the app and TopFeed is a first in-feed ad spot that appears in the For You Feed. Combining them both gives advertisers the opportunity to reach the maximum number of unique users for the day through high visibility placements during tentpole moments or key launches.

Align with relevant content with TikTok Pulse

We are expanding the TikTok Pulse suite - our ad solution that drives unique audiences and relevant views for advertisers by guaranteeing ad adjacency next to trending, brand-safe, and relevant content - to include Pulse Mentions and Pulse Tastemakers.

• Pulse Mentions puts brands adjacent to the exact moments when people are already talking about them and their brand category, giving them the power to shape high-intent conversations in real-time.
• Pulse Tastemakers allows brands to align their ads with their selection of eligible creators, helping to tap into creator communities and build strong brand association with reputable voices on the platform.

TikTok is what people are watching today and what’s shaping culture tomorrow. To learn more about our high-impact brand solutions that are placing brands in brand-safe, culturally aligned placements to reach new, engaged audiences, visit here.

A full suite of solutions that places your brand adjacent to the content everyone is talking about, unlocking audiences you would otherwise miss in highly relevant environments.

Over a billion people around the world turn to our platform to connect with the emerging and legacy voices they've come to know, love, and trust. The For You feed is where this entertaining content from creators, publishers, and everyday people sits center stage, facilitating culture and sparking new trends.

Cultural and personal relevancy are key to deepening connections with audiences through earned attention. According to a WARC study, 58% of consumers pay more attention to ads that are culturally relevant, and 71% pay more attention to ads that are personally relevant.

At the same time, 76% of social and video platform users say TikTok is the platform they are most likely to visit to discover and learn about new and emerging trends in culture, ranking it #1 among other platforms.

How can your brand stand out in the For You Feed by showing up next to the highest quality content and unlocking association with the best of culture? With the TikTok Pulse suite.

The TikTok Pulse suite amplifies your brand's impact by placing your brand adjacent to culturally relevant trends and premium, brand-safe content, unlocking audiences you would otherwise miss.

What is the TikTok Pulse suite?

There are four types of Pulse offerings that allow you to expand your audiences through differentiated contextual environments: Pulse Premiere, Pulse Core, Pulse Mentions, and Pulse Tastemakers.

Pulse Premiere

Pulse Premiere gives advertisers the opportunity to place their ads next to the most relevant and suitable premium content from top publishers across sports, entertainment, and lifestyle. Premiere publishers are available for targeting during specific tentpole events, to show up around official content about the moment or event, or for an always-on presence throughout the year.

Our Premiere partners now include a range of publishers, including NBCUniversal, Condé Nast, Paramount, Warner Bros. Discovery, Formula 1, Red Bull Media, BuzzFeed, Disney, People Inc., Hearst, MLS, NFL, NHL® , and Vox.

Pulse Core

Pulse Core places brands next to the top 4% of trending, brand-safe user-generated content, as identified by the Pulse Score across preset categories or customized lineups tailored to your campaign's needs.

• Max Pulse: ads placed next to a run of Pulse Core content across all categories, in addition to the pre-built selections, for maximum available reach.
• Category Lineups: pre-built lineups of Pulse Core content across a variety of categories (Beauty & Personal Care Pulse, Sports & Recreation Pulse, etc.) that enable brands to build brand association with a specific content genre and benefit from contextual priming.
• Seasonal Lineups: pre-built lineups of Pulse Core content around key seasonal or cultural moments such as Thanksgiving and the Holiday Season, allowing for maximized relevance and affinity.
• Custom Lineups: bespoke lineups of TikTok's top trending, brand-suitable content, curated with the help of Generative AI to fit your specific marketing needs. Custom Lineups are now available in Canada.

Pulse Core also includes View+, a new feature that allows advertisers to optimize for 6-second view-through rates on Max Pulse and Category Lineup campaigns.

Pulse Mentions

Pulse Mentions places you next to the exact moments when people are actively talking about your brand and category, allowing you to shape high-intent conversations as they happen. Pulse Mentions is now available to US-based advertisers and will be available to select Canada-based advertisers in Q2 2026.

Pulse Tastemakers

Pulse Tastemakers lets you place your ads immediately after videos from a hand-selected group of creators. The new solution is designed to build strong brand associations and tap into the power of creators to win over new audiences. Pulse Tastemakers will be available to select US-based advertisers in Q2 2026 and select Canada-based advertisers in Q3 2026.

How Pulse amplifies impact across your media mix

While each TikTok Pulse solution delivers powerful results on its own, adding Pulse to your broader media mix makes your advertising dollars go even further.

Pulse strengthens contextual alignment within your overall strategy and, when paired with high-impact and performance formats, expands both reach and effectiveness.

According to our analysis, each 1% allocation of advertisers' total budget to TikTok Pulse delivers 2.4% exclusive reach in addition to their other ad placements.

Ready to see how Pulse can elevate your TikTok advertising? Reach out to your TikTok representative today.

Case studies

Discover how global brands have unlocked success with TikTok Pulse

McDonald's Italy
Increasing awareness of McDonald’s Winterdays offers supercharged by contextual targeting with TikTok Pulse

Levi's
Helping Levi’s celebrate the 150th anniversary of their iconic 501 ® Jeans with a campaign designed to boost awareness across a whole new audience.

Hyundai
Using creator marketing and a diverse array of TikTok products to engage audiences.

SK-II
Increasing brand awareness for a prestige skincare brand with TikTok Pulse.

Sources:

1. TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024
2. WARC/TikTok consumer survey, among respondents that have used TikTok, Instagram, YouTube and Facebook in the past 2 weeks, n=974, August 2024
3. TikTok Internal Data, US, January-March 2025
4. TikTok Internal Data, Data Science. Analysis based on US campaigns from Jul-Oct 2025, n= 519

NHL and the NHL Shield are registered trademarks of the National Hockey League. © NHL 2024. All Rights Reserved. This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.

TikTok's new max-reach solution offers premium visibility and unique reach by bringing together the best of TopView and Top Feed in one efficient solution.

TikTok is the go-to destination for culture, news, and trends. In fact, 66% of TikTok users say it's the first place they visit to discover upcoming moments from both brands and culture, ranking it first among video and social platforms.¹

To capture this attention, we've unveiled a new ad solution, TopReach, that combines two high-impact ad placements to help brands break through the noise and stay on top—literally.

Introducing TopReach

TopReach consolidates two of our most highly visible ad placements—TopView (the first content people see when they open the app) and TopFeed (the first in-feed ad spot in the For You feed)—into a unified buying solution.

By combining these ad positions into a single buy, advertisers can capture 100% of the day's available audience with a guaranteed frequency of one impression per user.

For brands planning launches, tentpoles, or major awareness moments, TopReach is an effective way to scale impact beyond a single touchpoint, without the complexity of booking multiple placements separately.

Key benefits of TopReach

TopReach enables brands to reach 100% of the daily available audience by combining two of TikTok's most high-impact placements—TopView and TopFeed. A built-in frequency cap guarantees that each person sees TopReach ads only once within a 24-hour delivery period. This controlled frequency helps maintain a positive user experience while ensuring broad exposure.

TopReach is also optimized for reach efficiency, delivering unique reach at scale while lowering cost per reach (CPR). In our initial testing phase, we found that TopReach campaigns can, on average, drive 59% incremental reach at 3X lower CPR than buying TopView alone.²

Finally, TopReach simplifies the buying process by unifying TopView and TopReach into a single purchase. Advertisers no longer need to book placements separately or manage complex exclusion targeting, making it easier to maximize unique reach and campaign impact.

"We wanted to give marketers more options with our most high-impact units, and by building TopReach they now no longer have to choose one or the other. They get the best of both placements in a single unified buy that allows you to maximize your reach potential on the platform for the biggest moments of the year for your business."

Dina Liu, Global Head of Brand Product Marketing
TikTok

TopReach in action

A major telecom provider aimed to drive mass awareness for its newest nationwide offering and holiday creative. It sought to maximize the visibility and impact of its television commercial creative by leveraging TikTok's high-impact ad placements.

The advertiser leveraged TopReach to achieve maximum unique reach in a single day within a single booking. With a controlled frequency of one impression per user, the campaign delivered an efficient cost per reach, 57% lower than the brand's usual TopViews. It also delivered outstanding Brand Lift results and 30% incremental reach, as measured by iSpot.

Maximize one-day reach with TopReach

TikTok is committed to continuously evolving its high-impact branding solutions to support business growth and meet advertiser needs.

Ready to learn more? Reach out to your TikTok sales representative to explore how TopReach can elevate your next campaign.

Sources:

1. TikTok Marketing Science, TikTok is the Home for Moments, conducted by EyeSee, February 2025
2. Internal TikTok Campaign Data, 2025; compared to minimum SOV TopViews

This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.

Exclusive partnership now allows Apple Music subscribers to listen to full music playback without leaving TikTok

March 11, 2026 - Apple Music and TikTok today announce 'Play Full Song', a new music discovery experience which will make it easier than ever for fans to engage with the music that they discover on TikTok, launching exclusively through Apple Music. With the new 'Play Full Song' feature, Apple Music subscribers can now enjoy full-length tracks that they discover on TikTok, without ever leaving the TikTok app.

Music discovery has always been at the heart of TikTok. Now, with Play Full Song, fans who discover a song that they love on their For You Page or Sound Detail Page can simply tap the Play Full Song button to open up an Apple Music player and enjoy the song in its entirety. From there, Apple Music subscribers can continue listening to a personalized stream of recommended songs.

The new Play Full Song experience helps music fans move seamlessly from the moment of discovery to deeper listening, instantly, and all within the same environment. Users can also save their favorite songs to Your Music and add them directly to their Apple Music playlists, making it easier to keep track of the music they love for repeat future listening.

Built using Apple’s MusicKit, full-length song playback takes place on Apple Music, so streams are paid within the Apple Music service, supporting artists and rights holders while giving fans a smooth, uninterrupted experience.

The feature builds on the success of TikTok's Add to Music App, which was launched to help artists and fans convert discovery on TikTok to a playlist save in Apple Music and other streaming services. Play Full Song goes one step further to help artists reach their fans with an immediate full length listen in addition to the playlist add.

“Tapping into the music you love should feel effortless,” said Apple Music's Ole Obermann. “With Play Full Song, Apple Music subscribers can move easily from discovering a track on TikTok to listening to it in full instantly, without breaking the flow. This integration not only makes it easier for fans to discover, listen to, and engage with the artists they love, but also creates a powerful new pathway for artists - turning moments of discovery into deeper connection and sustained engagement in one simple, seamless experience.”

TikTok and Apple Music are also introducing Listening Party, a new feature designed to bring artists and fans together around music. Listening Party creates a shared environment where fans can listen to songs from their favorite artists in real time, interact with each other, and engage directly with the artist during the session. It offers a new, more social way to experience music while deepening the connection between artists and their communities.

“TikTok is where music discovery and culture move at the speed of the community,” said Tracy Gardner, Global Head of Music Business Development at TikTok. “Thanks to Apple Music, Play Full Song gives fans a seamless way to go from discovery to full-length listening, and Listening Party provides a shared place to experience music together in real time. It’s all about bringing artists and fans closer, and turning shared moments into lasting connections.”

Together, these features create a complete music journey for Apple Music subscribers on TikTok - from discovery, to full-length listening, to shared fan experiences.

Play Full Song and Listening Party are rolling out worldwide over the weeks ahead.

Below is today's news made by TikTok USDS Joint Venture LLC.

Helping Americans discover, connect, and thrive

Today we're announcing the Local Feed, a new feature designed to help you discover and connect with content, businesses, and services wherever you are. The Local Feed makes it easier to live like a local. Whether you're rediscovering your own neighborhood or in a new city for the first time, it's now even easier to get the inside scoop on must-try restaurants, shops, museums, and events from creators on TikTok.

The Local Feed is a new tab on the TikTok home screen designed to help people stay connected to their community and discover what's going on nearby. It features local content related to travel, events, restaurants and shopping, as well as posts from small businesses and local creators. Posts in the Local Feed are shown to people based on location, the topic of the content, and when the content was posted, making it easier to discover what's going on locally.

TikTok content won't appear in the Local Feed from accounts under 18 years old, if someone has a private account, or sets their post privacy to Friends or Only You.

Helping small businesses grow on TikTok

TikTok has redefined how U.S. small businesses are found, transforming the platform into a powerful engine for discovery and growth. From rural shops to Main Street entrepreneurs, TikTok enables 7.5 million businesses to reach a global audience. According to a 2025 Oxford Economics report, these businesses now support more than 28 million workers, proving that when a business is discovered on TikTok, it fuels the American economy.

As highlighted by the Small Business & Entrepreneurship Council:

• 84% of TikTok small business users say the platform helped grow their business.
• 75% say TikTok helped them reach customers beyond their local area.
• 74% say TikTok helps them connect with their local community.

Creators like @janzincripe say features like the Local Feed further bridge the digital-physical divide, turning online discovery into real-world foot traffic and sales for brick-and-mortar stores across the country.

Your location, your choice

To help power the Local Feed, TikTok is introducing the option for people to share more accurate location information through their device’s GPS settings. This approach is consistent with how many modern apps use location today and gives people the choice to enable it when they want more relevant, local experiences, while keeping them in control. Precise location sharing will be:

• Introduced gradually across the U.S. Availability and whether you have enabled TikTok to access your precise location can be reviewed in your device's Location Services settings. If TikTok does not appear in the list of apps with access to your location you don't yet have access to the feature and TikTok does not have access to your precise location.
• Set to "off" by default. When set to off, TikTok will not collect precise GPS location
• Entirely optional
• Only available to accounts 18+
• Only active when the app is in use
• Can be turned off at any time in settings
• Protected in the TikTok USDS JV secure environment
• When someone chooses to use a feature that accesses location, their device clearly shows an on-screen indicator, making it transparent when and how location is being used.

These updates reflect our ongoing priority to make sure TikTok is useful, locally relevant, and trusted. By connecting our community with the creators, businesses, and moments that make their communities unique, we’re making it easier for people to find what’s right around the corner - and to feel more at home whether in their own neighborhood or exploring a new city.

You can learn more about location on TikTok here. For additional details, see our Privacy Policy. For more information on TikTok USDS Joint Venture, click here.

Your step-by-step guide for unifying your paid and organic presence on TikTok for better business outcomes.

The TikTok F.I.R.S.T. Advantage

On TikTok, people come to explore. They find creators, communities, and brands that feel real and relevant. This spirit of discovery helps brands build deeper, more meaningful connections with people, which is why having an official presence on the platform matters more than ever.

Starting in early 2026, TikTok will phase out Custom Identity, the feature that allowed advertisers to run ads without linking to an official account. From that point forward, all new campaigns must be launched from a verified TikTok profile.

When you link a real TikTok account, your ad creation process remains the same. You'll still use TikTok Ads Manager or Business Center to create and manage campaigns, and you can continue uploading or selecting videos from your library or authorized creator accounts.

This change marks a significant evolution in how brands show up authentically on TikTok. Linking your brand account not only ensures campaign continuity but also unlocks new solutions, improved performance, and increased trust with audiences.

Latest updates

We continue to build on the framework we rolled out last November to standardize how brands and agencies set up and operate on TikTok. The latest updates build on that foundation by strengthening two critical areas: how brands establish a legitimate, compliant presence on TikTok, and how agencies are formally recognized for the media spend they manage.

Verified Business Accounts now available

Verified Business Account ties an organic TikTok account to a real business and category, allowing TikTok to apply the correct rules and features. A Verified Business Account ensures TikTok can correctly apply safeguards like age-gating and geo-fencing, reducing the risk of organic content being flagged, limited, or inconsistently distributed. This is especially important for brands in restricted verticals such as alcohol, gambling, and healthcare.

How-to guide for restricted verticals here.

For all brands, registration also unlocks additional organic capabilities, including link in bio, lead generation from your profile, destination and app download links, organic geo-targeting, and multi-user login for account management.

Clearer credit for agency-managed ad spend

Media agencies can now clearly designate themselves as the buying agency for client ad accounts, making it clearer who actually managed the ad spend. Previously, attribution depended largely on how the ad account was set up, making it difficult to consistently recognize the agency's role and the spend it actively manages. This update allows agencies to formally designate themselves as the buying agency with client approval, ensuring ad spend is accurately attributed.

Benefits of account linking

Linking your TikTok account to your ad account is a simple step that yields several key benefits.

• Increased trust: Linking accounts helps the TikTok community know who's behind your ads, which strengthens brand trust and fosters engagement.
• Better ad performance: Linked accounts lead to improved campaign results. According to backend tests, 59.3% of advertisers saw their cost per acquisition (CPA) decrease by at least 10% after linking accounts.¹
• Unlocks innovation: Only linked accounts can access new features like Smart+ Paid & Organic Optimization for even better return on investment (ROI). With Smart+ Paid & Organic optimization, over 60% of advertisers saw a 10%+ increase in ROI.²

Unifying your paid and organic presence with Spark Ads

Connecting your account also enables the full use of Spark Ads, a native ad format that transforms organic posts, either from your own brand or trusted creators, into powerful ad creatives that deliver better business outcomes.

Spark Ads are designed to boost performance while keeping your content authentic to the TikTok experience. As we move away from Custom Identity, Spark Ads are the easiest way to keep your ads running through verified TikTok accounts without losing creative flexibility.

Advertisers can leverage existing content from their verified TikTok account, content from authorized creator accounts, and new videos uploaded directly through TikTok Ads Manager.

The TikTok F.I.R.S.T. quick start

Ready to get started? Simply follow our TikTok F.I.R.S.T. framework to link an account and get the most from your TikTok presence:

• F – Foundation first: Set up your Organization Account to establish a secure, official brand presence.
• I – Integrate & link accounts: Authorize account linking in Business Center to connect for Spark Ads and ad delivery.
• R – Roles & responsibilities: Grant the right permissions and access to your team and partners.
• S – Spark creativity: Activate content through Spark Ads using your brand identity to drive engagement.
• T – Track & transform: View, evaluate, and optimize based on what performs best — then evolve your strategy.

Ready to go TikTok F.I.R.S.T. and Spark results?

Linking your accounts is the single most effective step you can take to make your ads feel more native, drive deeper engagement, and unlock better performance on TikTok. Start the process today to unify your brand presence and connect with your audience authentically.

Sources:

1. Spark Ads backend test, September 2025
2. 2025 Smart+ Paid & Organic Optimization backend test results

This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.

TikTok connects sports fans and creators worldwide, driving engagement and fueling a passionate global community. With 85% of fans using TikTok as a second-screen experience during live events, and 90% taking at least one off-platform action after viewing sports content*, sports partners now have a powerful new way to turn that attention into action.

Introducing TikTok GamePlan, a comprehensive product suite that allows sports teams, leagues, and broadcasters to drive discovery, deepen engagement, and deliver real business results.

Turn viewers into active fans

TikTok GamePlan transforms how fans experience sports on TikTok. An anchor link on relevant videos drives to a dedicated in-app destination where fans can discover official accounts, check schedules and standings, buy tickets, add games to their calendars and create their own content - turning passive scrolling into meaningful action.

Amplify through creators

More than 60 million sports creators are already celebrating the teams, athletes, and moments they love on the platform, and TikTok GamePlan helps partners tap into this community through post campaigns, easter eggs, and incentive hubs that encourage fan-created content. With content from official accounts (64%), creators (63%), and fan-generated content (60%) driving nearly equal engagement*, every voice in the sports ecosystem matters. And since fans are 42% more likely to tune in to live matches after watching sports content on TikTok*, every video becomes an opportunity to grow your live audience.

Optimize with real-time intelligence

TikTok GamePlan's comprehensive analytics dashboard provides valuable insights into fan behavior and trending conversations, helping partners understand what resonates and how to activate most effectively around their properties.

"TikTok GamePlan turns passion into action, representing the next evolution in sports engagement on the platform" said Rollo Goldstaub, TikTok’s Global Head of Sports Partnerships. "By meeting fans where they already are, our sports partners can connect videos to dynamic in-app destinations that encourage fans to discover official accounts, create content, check live scores and tune in - all while tapping into real-time trends, data and conversations across the platform."

Partners are already seeing results. Earlier this year we partnered with DAZN, the world’s leading sports entertainment platform, for the FIFA Club World Cup 2025™. During the tournament, they leveraged TikTok GamePlan to empower fan conversations, increasing their TikTok followers by nearly 200% and driving over 500k fans to continue their journey on DAZN's platform.

"Through TikTok GamePlan, we are able to connect with fans in new, dynamic ways, combining DAZN’s sports storytelling with TikTok’s innovative platform" said Joseph Caporoso, President at Team Whistle, a DAZN Group Company. "The powerful products enabled us to reach new audiences, engage existing supporters, and drive tune in for meaningful results during the FIFA Club World Cup 2025™, growing the global soccer fandom."

Now available globally, TikTok Gameplan transforms the vibrant TikTok sports community into a powerful engine for discovery, amplified passion, and measurable results for partners around the world.

*TikTok Sports Messaging Research, commissioned by TikTok in collaboration with Ipsos, Global results, September 2025

The holidays are all about connection, catching up with friends and family, sharing laughs, and making memories. People already come to TikTok to discover and do things they love, from finding their next recipe for a gathering to mapping out their next travel plan. To better support this, we're rolling out two new features as we head into the holiday season that make it even easier to discover, share, and plan on TikTok.

Introducing Shared Collection on TikTok

For years, TikTok has enabled people to save content in collections, like their #BookTok reading lists, local restaurants to try, or products to buy. To make this feature even more helpful, we're announcing Shared Collection, a new way to share and organize TikTok content in one place with friends or family. Whether it's content from their favorite creators, inspiration for a home design project, or a new skill they're learning together, Shared Collection makes it easy for people to stay organized as they discover and save on TikTok. For instance, if a person discovers a festive gift-wrapping video and shares it with a friend on TikTok, they can then save the video and create a Shared Collection to access this video at any time.

To create a Shared Collection, both people must follow one another. When one person saves a video or accesses their collections, they can choose to start a collection with a friend or family member. Upon accepting the invite, they can change the name of the collection and start saving their favorite TikTok content together. Collections can stay just between friends and family, or they can be made available to the TikTok community, so others can discover posts. Shared Collection is available globally to accounts over age 16.

A new way to discover content together

We're also announcing Shared Feed, a new way for friends and families to watch and enjoy TikTok content together though a shared interest-based feed in direct messaging. Shared Feed can help two people stay connected by surfacing new content tailored to both of their tastes, from sports to holiday winter activities and even their favorite fashion creators.

Each day, friends and family members will find a curated selection of 15 videos in their private chat aligned with their interests. Each Shared Feed is unique to the people who join it, and videos are generated based on their TikTok activity, such as what they like, watch, and comment on.

To start using Shared Feed, one person can send an invitation to begin a Shared Feed. Once the invitation is accepted, a Shared Feed is created and generates 15 videos daily to explore and chat about. They can then message, comment and like the videos. After each person watches all the videos, they can view metrics including what videos they both liked in their Shared Like history. An invitation does not have to be accepted, and someone can leave a Shared Feed at anytime.

Shared Feed is rolling out globally in the coming months.

Give Holiday wishes with a Greeting Card

We are also launching the ability for our community to share holiday cheer with greeting cards inside messaging. Our community will be able to select the greeting card option inside their chats, write a message, and send it, where it will open with a festive animation and display the message. This provides our community with fun, exciting new ways to share messages with each other over the holiday period and will be rolling out globally later this month.

We're always building products with safety in mind to support positive moments among friends and family. As usual, content in Shared Collections, Shared Feeds and Greeting Cards must adhere to our Community Guidelines. In addition, these features are available in Direct Messages, which is not available to teen accounts under 16. Parents and guardians can manage their teens' DMs through Family Pairing.

This holiday season, we encourage everyone to discover and share and bring their favorite TikTok content to life with the people who matter most.