TikTok Release Notes

Fans can unlock an exclusive Tyla profile frame and discover exclusive content as TikTok celebrates the release of one of music’s biggest global stars.

TikTok is celebrating the release of South African superstar Tyla’s (17.6m followers) eagerly-anticipated new album A*POP with an exclusive in-app experience, giving fans new ways to discover the new album, celebrate with fellow fans and connect with one of the platform’s biggest global stars.

Launching today, the experience features challenges through which fans can unlock an exclusive Tyla profile frame, a dedicated Search Hub bringing together the latest videos and album content, and a Fan Spotlight where Tyla will showcase standout creations from the TikTok community.

Tyla’s rise has been closely intertwined with TikTok. Hailing from Johannesburg, South Africa, her breakout hit Water became one of the defining viral music moments of 2024, inspiring millions of creators around the world to take part in the iconic #WaterChallenge dance and helping turn a distinctly South African sound into a global cultural phenomenon. Tyla has now won two Grammy Awards, cementing her place as one of the world’s most exciting and most successful new artists.

Through her music, Tyla has helped introduce 'amapiano' to millions of music fans around the world, proving that on TikTok, great music knows no borders.

Today, Tyla has more than 17 million followers on TikTok and over 30 million monthly listeners on Spotify, while Water has amassed more than 1.4 billion streams on Spotify alone. Known as the “Queen of Popiano” for her irresistible fusion of amapiano and pop, Tyla continues to bring new audiences to the genre through music that effortlessly crosses cultures and continents. Her new album, A*POP, and lead single, THAT GIRL, mark the next chapter in that journey.

Tyla said: “Watching people all over the world connect with my music, dance to it and make it their own on TikTok, has been incredible. I’m so excited for everyone to experience A*POP, and I can’t wait to see how my fans celebrate the album.”

Katrina Kernaghan, Artist Partnerships Director at TikTok, said: “Few artists have shown the global power of TikTok quite like Tyla. She has introduced the unmistakable sound of amapiano from South Africa to audiences around the world, inspiring millions of fans to discover, celebrate and create along the way. That’s exactly what makes TikTok such a unique place for music: great songs can travel anywhere. We’re excited to celebrate the release of A*POP with an experience that brings fans even closer to Tyla and her music.”

The TikTok x Tyla in-app experience includes:

• Profile Frame: Fans can complete a series of in-app challenges to unlock an exclusive Tyla Profile Frame.
• Search Hub: A dedicated destination where fans can discover videos celebrating A*POP, explore the latest album content and connect with Tyla’s global fan community.
• Fan Spotlight: A curated showcase celebrating standout fan videos inspired by Tyla and the new album.

Fans can explore the the APOP experience on TikTok by searching for "Tyla APOP" starting today.

Convert audiences into new subscribers with TikTok Streaming Ads.

TikTok is more than a platform—it's a cultural engine, shaping trends and redefining how people discover and engage with content. 4 in 5 users say TikTok inspires their streaming choices and encourages them to explore more content.¹

As the latest addition to TikTok's entertainment performance suite, Streaming Ads are designed to support always-on discovery and growth. For your biggest moments, such as new-season premieres, franchise drops, big sports games, or any marquee releases, advertisers can also use New Title Launch, a performance solution built to turn tentpole moments into efficient, scalable conversions.

Meet Streaming Ads

Powered by Smart+, Streaming Ads are a catalog-fueled performance ad solution for streaming services. Streaming Ads drive subscriber acquisition by pairing high-intent audiences with relevant titles from your content library.

Here's how Streaming Ads work:

1. Spark discovery with ad formats: Transform each ad into an interactive viewing experience by showcasing single title or multiple titles from your catalog for broader discovery and creative efficiency.
2. Showcase content range: Deliver personally-relevant, high-quality, and socially trending titles from your catalog to high-intent users.
3. Optimize performance at scale: Tap into advanced optimization powered by intent signals to dynamically deliver the right title to the right viewers—improving engagement and conversion outcomes.

"Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine. We're listening to their evolving needs and are continuously developing new tools that allow them to reach high-intent viewers and drive key business results like subscriptions and ticket sales - all while delivering a more personalized, engaging experience for our users."
Tao Baecklund, Global Head of Content & Services Ads
TikTok

Streaming Ads creative ad formats

Streaming Ads offer different ad formats to engage with viewers and drive conversions:

Multi-Show Experience

Grab attention with an auto-play video carousel experience designed to drive audience exploration and engagement with personally relevant title offerings. This ad format consists of four video tiles delivered from a streaming service advertiser's entertainment catalog.

Learn how Peacock drove incremental subscriptions with Multi-Show Experience here.

Media Card

Enhance your standard video with an interactive add-on that highlights multiple titles from your content catalog.

• Title Headline
• Cover Image
• Customizable text fields (e.g., genre, IMDb review count)
• Auto-scrolls to a new card within the catalog every 4 seconds

Singular Media Card

Enhance your standard video with an interactive add-on. A single streaming card appears after the video begins, displaying key title information such as the title name, genre, and IMDb rating.

Built for performance, designed for streaming

Streaming Ads combine automation, scale, and creative relevance to deliver measurable outcomes. In early testing, 80% of Streaming Ads campaigns outperformed non-Streaming Ads campaigns.²

With Smart+ AI-powered capabilities, advertisers can achieve:

• Better performance - Drive efficient conversions by leveraging an entertainment-specific backend model that pairs high-intent users with the content they're most likely to subscribe to.
• Operational efficiency - With Smart+ automation, setting up a Streaming Ads campaign is simple. TikTok handles bidding, optimization, and delivery — so advertisers can focus on strategy, not manual tuning.
• Creative made easy - Reduce creative fatigue and production costs by automating creative testing and optimization at scale. Engaging front-end formats like Media Card, Singular Media Card, and Multi-Show Experience dynamically assemble personalized ad experiences from your content library.

Transform streaming discovery

With Streaming Ads, TikTok is flipping the script on performance advertising, helping streaming services turn discovery into subscriptions, and attention into action. Combined with tentpole solutions like New Title Launch, advertisers can drive increased performance across both everyday discovery moments and peak launch periods. In fact, 60% of New Title Launch program promotions outperformed advertisers' stated TikTok Ads Manager CPA goals,³ demonstrating this solution's ability to efficiently scale performance during major releases.

With the power of fandom on TikTok, advertisers can drive full-funnel business impact. In addition to driving new subscriptions, TikTok users were found to be 167% more likely to maintain a streaming service subscription to participate in online discourse,⁴ highlighting how TikTok helps sustain long-term engagement. Streaming Ads prove that when cultural relevance meets performance, viewers don't just watch, they engage, subscribe, and keep coming back.

Ready to get started? Learn more about Streaming Ads here.

Sources:

1. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024. [Q3] (n=500)
2. TikTok Campaign Testing Data Q3'24-Q4'25
3. TTAM platform data, most recent NTL Program observation period (Q2’25). NTL Program has now evolved into NTL promotion campaign settings in TTAM. Past performance does not guarantee or predict future performance.
4. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024.

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.

Convert audiences into new subscribers with TikTok Streaming Ads.

TikTok is more than a platform—it's a cultural engine, shaping trends and redefining how people discover and engage with content.

4 in 5 users say TikTok inspires their streaming choices and encourages them to explore more content.¹

As the latest addition to TikTok's entertainment performance suite, Streaming Ads are designed to support always-on discovery and growth. For your biggest moments, such as new-season premieres, franchise drops, big sports games, or any marquee releases, advertisers can also use New Title Launch, a performance solution built to turn tentpole moments into efficient, scalable conversions.

Meet Streaming Ads

Powered by Smart+, Streaming Ads are a catalog-fueled performance ad solution for streaming services. Streaming Ads drive subscriber acquisition by pairing high-intent audiences with relevant titles from your content library.

Here's how Streaming Ads work:

1. Spark discovery with ad formats: Transform each ad into an interactive viewing experience by showcasing single title or multiple titles from your catalog for broader discovery and creative efficiency.
2. Showcase content range: Deliver personally-relevant, high-quality, and socially trending titles from your catalog to high-intent users.
3. Optimize performance at scale: Tap into advanced optimization powered by intent signals to dynamically deliver the right title to the right viewers—improving engagement and conversion outcomes.

Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine. We're listening to their evolving needs and are continuously developing new tools that allow them to reach high-intent viewers and drive key business results like subscriptions and ticket sales - all while delivering a more personalized, engaging experience for our users.

Tao Baecklund, Global Head of Content & Services Ads
TikTok

Streaming Ads creative ad formats

Streaming Ads offer different ad formats to engage with viewers and drive conversions:

Multi-Show Experience

Grab attention with an auto-play video carousel experience designed to drive audience exploration and engagement with personally relevant title offerings.

This ad format consists of four video tiles delivered from a streaming service advertiser's entertainment catalog.

Learn how Peacock drove incremental subscriptions with Multi-Show Experience here.

Media Card

Enhance your standard video with an interactive add-on that highlights multiple titles from your content catalog.

• Title Headline
• Cover Image
• Customizable text fields (e.g., genre, IMDb review count)
• Auto-scrolls to a new card within the catalog every 4 seconds

Singular Media Card

Enhance your standard video with an interactive add-on. A single streaming card appears after the video begins, displaying key title information such as the title name, genre, and IMDb rating.

Built for performance, designed for streaming

Streaming Ads combine automation, scale, and creative relevance to deliver measurable outcomes. In early testing, 80% of Streaming Ads campaigns outperformed non-Streaming Ads campaigns.²

With Smart+ AI-powered capabilities, advertisers can achieve:

• Better performance - Drive efficient conversions by leveraging an entertainment-specific backend model that pairs high-intent users with the content they're most likely to subscribe to.
• Operational efficiency - With Smart+ automation, setting up a Streaming Ads campaign is simple. TikTok handles bidding, optimization, and delivery — so advertisers can focus on strategy, not manual tuning.
• Creative made easy - Reduce creative fatigue and production costs by automating creative testing and optimization at scale. Engaging front-end formats like Media Card, Singular Media Card, and Multi-Show Experience dynamically assemble personalized ad experiences from your content library.

Transform streaming discovery

With Streaming Ads, TikTok is flipping the script on performance advertising, helping streaming services turn discovery into subscriptions, and attention into action. Combined with tentpole solutions like New Title Launch, advertisers can drive increased performance across both everyday discovery moments and peak launch periods. In fact, 60% of New Title Launch program promotions outperformed advertisers' stated TikTok Ads Manager CPA goals,³ demonstrating this solution's ability to efficiently scale performance during major releases.

With the power of fandom on TikTok, advertisers can drive full-funnel business impact. In addition to driving new subscriptions, TikTok users were found to be 167% more likely to maintain a streaming service subscription to participate in online discourse,⁴ highlighting how TikTok helps sustain long-term engagement. Streaming Ads prove that when cultural relevance meets performance, viewers don't just watch, they engage, subscribe, and keep coming back.

Ready to get started? Learn more about Streaming Ads here.

Sources:

1. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024. [Q3] (n=500)
2. TikTok Campaign Testing Data Q3'24-Q4'25
3. TTAM platform data, most recent NTL Program observation period (Q2’25). NTL Program has now evolved into NTL promotion campaign settings in TTAM. Past performance does not guarantee or predict future performance.
4. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024.

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.

Built on TikTok for Business MCP, this all-new marketplace connects AI agents directly to your daily tools, allowing you to create, manage, analyze, and optimize TikTok Ads with less manual work.

Running successful campaigns requires constant decision-making. When performance changes, it's not always obvious why. Is it your audience, creative, or bidding strategy? At the same time, campaign setup, optimization, reporting, and creative management can take hours of manual work.

That's why we're introducing Agentic Hub, TikTok's marketplace for AI-powered advertising solutions built with TikTok for Business MCP.

Together, they help advertisers manage campaigns more efficiently, uncover insights, make informed decisions, and take action through AI. This makes TikTok Ads accessible within the AI tools and workflows advertisers already use.

Meet Agentic Hub: Scale campaigns with AI Skills

Agentic Hub gives advertisers access to ready-to-use, first-party and third-party AI Skills designed to help with everyday marketing tasks, from campaign creation and creative generation to performance analysis and catalog management.

These ready-to-use Skills enable AI agents to support key advertising tasks, reduce manual work, and help manage campaigns more efficiently.

What can AI Skills help with?

• ✓ Campaign creation and management
• ✓ Creative generation and optimization
• ✓ Performance analysis and diagnostics
• ✓ Audience insights
• ✓ Catalog and product management

What this means for advertisers

AI Skills go beyond automation. By analyzing lots of data and synthesizing insights into actionable recommendations, they help advertisers make smarter decisions, execute more efficiently, and focus on strategic priorities.

How TikTok for Business MCP powers AI Skills

AI-powered advertising solutions are most effective when they can connect with advertising tools.

TikTok for Business MCP (Model Context Protocol) is the system that enables this connection. It allows AI agents to securely interact with TikTok Ads and access key advertising capabilities, including campaign management, performance reporting, creative management, and more. This means advertisers can use simple instructions to help manage and optimize campaigns, without API credentials, coding, or complex setup.

For more tailored needs, advertisers and developers can use MCP to build custom Skills and workflows designed around their business. This gives them the flexibility to create their own solutions alongside the ready-to-use Skills available in Agentic Hub.

Advertisers can also connect their own AI agents directly to MCP to manage TikTok Ads without using a pre-built Skill. In other words, MCP can power ready-made Skills, custom Skills, or direct connections between an advertiser’s agent and TikTok Ads.

A growing ecosystem of AI-powered advertising solutions

Developers and technology partners are already building across the ecosystem.

Today, developers and partners including HubSpot, Wix, Constant Contact, WorkMagic, Innovid, Kochava, Shoplazza, MADHOUSE, Mobvista, HuntMobi, Cyberklick, Storyverse, BELLNOVA, and AI Rudder have published AI Skills supporting a variety of advertising workflows, including campaign creation, creative generation, catalog management, ad analysis, and performance diagnostics.

As the ecosystem grows, advertisers will have access to even more AI-powered solutions designed to simplify campaign management and unlock new ways of working.

Ready to get started?

TikTok Agentic Hub

Browse Agentic Hub to discover AI Skills for TikTok advertising
Learn more

TikTok API for Business Guide

Learn more about TikTok for Business MCP and how AI-powered solutions connect to TikTok Ads
Learn more

Have questions?

Reach out to [email protected] for more info.

This document is the property of TikTok 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. Results may vary.

The UGC you need already exists. Content Suite helps you find it

Content Suite's latest Al updates make it easier than ever to source and activate the right UGC for your brand.

There's no shortage of creator and user-generated content (UGC) on TikTok featuring brands, products, and real customer experiences. The challenge for marketers is not whether that content exists. It's finding the right videos quickly, understanding which ones best fit a campaign, and moving from discovery to activation without slowing everything down. That's where Content Suite comes in. Available in both TikTok One and TikTok Ads Manager, Content Suite helps brands discover, activate, and scale UGC into high-performing ads.

Today, we're introducing a new Al Search capability, powered by Symphony Agent, designed to help advertisers quickly find, review, and shortlist existing creator and UGC videos already being made about their brand. Built to reduce manual review and speed up activation, the Al-powered agent helps turn a large pool of brand-relevant TikTok content into a focused shortlist that is easier to act on.

But discovery is just the start. To help you organize and scale your content more effectively, we've also added two new features: Projects and Creators. Together, these updates make Content Suite an even more powerful platform for effortlessly discovering and expanding brand-mentioned content.

Meet Content Suite Al Search

If you've ever tried to source creator content for a campaign, you know the process can get overwhelming fast. Thousands of videos may already exist about your brand. Some may be strong creative fits. Some may speak to the right audience. Some may align with the tone of your campaign. But finding those videos manually means spending time searching, sorting, reviewing, and deciding which ones actually have potential.

Content Suite's new Al Search agent changes that. Instead of manually digging through a large volume of creator and UGC content, advertisers can provide the Al agent with what they're looking for, whether that's a campaign brief, brand guidelines, or more specific inputs around goal, audience, or tone. The Al agent then searches, filters, ranks, and recommends the most relevant videos for the campaign.

Built on Content Suite's access to brand-relevant TikTok content, Al Search is designed to help you:

• Discover the right content for your brand faster: Quickly search through existing creator and UGC videos already made about your brand.
• Get matches built around your campaign: Drop in your creative specifications or brand guidelines and let the Al agent surface best-fit videos based on the details that matter most.
• Review a more focused shortlist: Turn a broad pool of content into a manageable set of options that's easier to evaluate and activate.
• Prioritize videos with stronger potential: Use TikTok performance insights to rank videos based on their likelihood to drive your campaign goals.
• Move to activation faster: Reduce manual review and leverage existing creator content to accelerate campaign execution. In short, Content Suite's Al Search helps you spend less time searching for content and more time launching great creative.

More to explore in Content Suite

As part of this evolution, we're also introducing two new features to help marketers manage creator workflows beyond discovery.

Projects

Projects is a new functionality that helps advertisers brief creators for upcoming campaigns by tapping into a pool of creators who are already posting about their brand and products, and reach them in just a few clicks with built-in automated brief generation. This matters because working with creators who know your brand leads to more authentic content and stronger engagement than cold outreach. Projects also provides teams with a structured way to maintain and manage their creative supply and streamline the path from planning to content activation.

Creators

Creators is an all-in-one management tool that helps advertisers keep track of the creators who matter most to their brand. Within the Creator section, brands can see who is already talking about them, find creators they've worked with before through their Spark Ads history, and build and maintain custom creator lists, including ambassadors and affiliates. It's a simpler way to keep valuable creator relationships organized, visible, and easier to activate over time.

A more connected workflow from discovery to activation

With Al Search, Projects, and Creators, Content Suite is now the centralized solution for marketers to move from discovery to action. The goal is still the same: help brands make better use of the creator and UGC content already being made about them on TikTok.

Together, these updates make it easier to find relevant content, organize the next steps, and build on what's already working for your brand. Instead of managing each part of the process separately, marketers can move through it more seamlessly, from identifying the right content to activating it with greater speed and confidence, while driving real results and impact.

Ready to give Content Suite a try? Visit TikTok One or TikTok Ads Manager, or reach out to your TikTok representative to learn more about access and availability.

This document is the property of TikTok 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. Results may vary.

Your AI-powered creative engine, built to make authentic, trend-driven ads at scale

We're living in a world where content moves fast: short-form, high-volume, and always-on. In this environment, creating great ads isn't just about a flash of inspiration. It's about recognizing patterns, focusing on what works, and doing it all at scale.

But the tools at our disposal aren't keeping up. Uncovering insights still relies on heavy manual effort. Ad scripts generated through generic AI tools have no real understanding of TikTok trends. And turning those ideas into a finished video? That is still mostly a process of trial and error. To help break this cycle, TikTok has introduced Symphony Agent, a new AI solution designed to capture the latest trends, create content with ease, and match your brand with the right creators and content so that your creative supply chain stays running smoothly.

Your new AI-powered creative partner

Anchored in TikTok's own platform signals, Symphony Agent now powers several of our core creative solutions, including Symphony Creative Studio, Content Suite, and TikTok One.

Symphony Creative Studio

In Symphony Creative Studio, TikTok's AI-powered video generation tool, Symphony Agent helps you move from brief to video using just a few prompts. Symphony Agent leverages data from top-performing ads, TikTok trends, and your own business goals and brand guidelines to create made-for-TikTok videos using Symphony's generative AI features, including image-to-video, avatars, and script generation. The workflow guides you seamlessly from concept to final video, with editing and refinement available at every step.

Symphony Agent shows up on the home page as a prompt box, where advertisers can upload a product image and select a TikTok trend for inspiration—whether a template, a top ad trend, or a custom reference video. This kicks off the agent workflow, which generates a video based on the chosen inspiration.

Once you start the workflow, you'll be guided through creating a product brief, insight report (available with top ad trends or uploaded reference videos), storyboard, and final video. You can give feedback directly in the prompt box to update any deliverables.

The tool offers great flexibility to rewrite storylines, adjust scenes, modify voiceovers, change tone or calls to action, and highlight new selling points. Plus, an edit button opens a side panel for precise, detailed adjustments.

Symphony Agent has the ability to reimagine high-performing ads by analyzing key trends such as hooks, storytelling patterns, and CTAs. It extracts creative structures and strategies to generate original content inspired by these trends.

The final video output is tailored to your specific brand objectives, creative direction, and provided assets. This feature intelligently learns from what works and transforms it into content uniquely suited to your campaign.

Video generation times may vary based on complexity and revisions. On average, a 12-second video is generated in about 3 minutes, while a 20-second video takes about 5 minutes. You can request up to 3 video variations at a time for A/B testing, with different characters, scenes, or creative directions. This supports fast experimentation and performance optimization.

Content Suite

In Content Suite, a tool for discovering brand-relevant content across TikTok, advertisers can be overwhelmed by the sheer volume of videos available, making it difficult to efficiently identify the right assets for each campaign.

Content Suite's AI Search (powered by Symphony Agent) helps you easily find and scale existing creator videos related to your brand. Simply click the 'AI Search' button, input your creative needs & specific details, and confirm the search criteria to generate a shortlist of videos that match your prompt.

Content Suite's AI Search streamlines the process of finding the perfect videos aligned with your campaign goals, audience, and tone. It reduces manual effort by quickly narrowing thousands of brand-related videos into a shortlist of highly relevant, actionable recommendations.

TikTok One

Symphony Agent is now available on TikTok One, TikTok's all-in-one creative platform for creator marketing. Built to boost creator marketing efficiency, Symphony Agent cuts manual busywork and streamlines creator marketing workflows. It turns your campaign goals into refined briefs, delivers precise creator matching tailored to your needs, and supports scalable creator outreach via one-click batch invites.

Getting started is simple. Input your campaign requirements—whether written text, PDF documents, or product URL—covering your campaign objectives, target audience and ideal creator persona. Symphony Agent will instantly produce a complete, ready-to-launch campaign brief.

Next, you can create a dedicated TikTok One project with just one click, and get a curated shortlist of 20 recommended creators. Each recommendation comes with detailed fit rationale, clarifying why they are well-suited for your campaign. From there, you can refine the results by adding or revising screening criteria, or prompting the AI agent to generate more creator candidates or similar creator profiles.

Once you finalize your creator lineup, you can add selected creators straight to your project and send batch invitations in one seamless step, keeping your campaign on track without the extra manual effort.

This agentic AI upgrade represents TikTok One's continuous evolution toward smarter creator marketing solutions, helping free marketers up to focus on building campaigns and bringing creative ideas to life.

We are all in on TikTok One Creator Marketing Agent because we believe it can help agencies and brands move with the speed, intelligence, and cultural relevance needed to compete and win in today's beauty landscape.
Ashley Banks
Chief Client Officer and Partner, Iced Media

Built with responsibility at its core

All of TikTok's AI-driven features are developed responsibly with a commitment to transparency, accountability, fairness, privacy, and safety. Our teams rigorously apply these principles across all AI-powered experiences and consult with experts to ensure ethical implementation throughout the platform.

Transforming creative workflows

We live in a fast-paced world where creating great ads means quickly recognizing patterns, leveraging what works, and scaling effectively. TikTok's Symphony Agent empowers marketers by turning cultural insights into actionable creative tools, helping teams build trend-driven videos, discover relevant creator content, and find the right creators for campaigns.

By streamlining workflows and leveraging AI responsibly, Symphony Agent enables faster, smarter, and more authentic campaign execution, giving brands the tools they need to succeed in today's dynamic content landscape.

Ready to get started? Check out Symphony Creative Studio or TikTok One today.

This document is the property of TikTok 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. Results may vary.

Step into the story

Today, TikTok is unveiling a new immersive in-app experience celebrating three-time Grammy-winning singer-songwriter Olivia Rodrigo’s (@livbedumb) new album, you seem pretty sad for a girl so in love, drawing from the album’s expressive and emotional themes. Through interactive missions, exclusive rewards, and collaborative unlocks, fans can celebrate the music they love and help shape the story of the album together.

Bringing the album’s dreamlike aesthetic to life on TikTok, the experience gives fans new ways to celebrate and personalize their fandom through exclusive album-inspired features and rewards.

Throughout the experience, fans can explore a custom-themed LiviesHQ bulletin board and use album-inspired DM bubbles to bring the aesthetic into conversations with friends across TikTok.

Fans can also participate in album activities—including saving tracks and contributing toward community milestones—to unlock exclusive rewards, including:

• A custom profile frame inspired by the album’s visual identity
• An exclusive behind-the-scenes video

Inspired by the album’s soft visuals and intimate storytelling, the experience extends the world of the album beyond the music itself, creating new ways for fans to connect with both the project and each other on TikTok.

At the center of the experience is a collective fan challenge. By sharing videos and participating in album-related activities, the community works together to reveal a hidden piece of content waiting behind a digital lock and key.

A home for fan creativity

The experience also features a dedicated destination for content inspired by you seem pretty sad for a girl so in love, including official videos from the album, and curated fan spotlights.

Also, CapCut has partnered with Olivia Rodrigo to launch exclusive signature templates inspired by her new album, giving Livies access to exclusive CapCut templates to create their own “so in love” edits. Just drop memories into her signature aesthetic and let the story unfold.

Whether through music covers, visual art, personal reflections, or cinematic edits made with CapCut, the experience highlights the many ways fans connect with the album’s exploration of longing, vulnerability, joy, and self-discovery.

Olivia Rodrigo has cultivated a vibrant community on TikTok with over 25.8M followers, and her songs have soundtracked countless viral fan performances and deeply personal storytelling moments. Her single from the album, "drop dead," has over 121K posts on TikTok and has inspired a widespread trend showing how people fell in love with their partners. In April, in partnership with Interscope Records, TikTok launched a hub for a global karaoke experience inspired by the release, turning 24 cities around the world into stages for fans to show up, sing loud, and share their moments on the platform.

From "drivers license" to present day, Olivia’s presence on TikTok continues to shape how music is discovered, shared, and felt.

Fans can collect 144 digital cards across all 48 nations by completing daily tasks to unlock rewards inside TikTok's FIFA World Cup™ Fan Experience Hub

TikTok today announced a digital-first partnership with Panini, FIFA's exclusive partner for official stickers and trading cards, to bring a collectible card experience to fans globally.

The Panini digital card collection will live within TikTok's FIFA World Cup™ Fan Experience Hub, available now to fans worldwide.

To get started, fans can search for "World Cup" on TikTok, tap Visit FIFA World Cup™ hub, then select Play Now to begin unlocking their Panini card collection.

"Panini has shaped soccer collecting culture for generations, and this partnership brings that tradition to a social platform for the first time," said Rollo Goldstaub, Global Head of Sport, TikTok. "Together, we're giving fans something they already love, collecting and supporting their teams, and making it feel native to TikTok by creating moments that deepen connection and drive fandom."

"At Panini, the collector's experience is at the heart of everything we do. We are constantly evolving to make it more engaging, diverse, and in step with the way fans connect with football today. This collaboration with TikTok allows us to expand that experience into a new social dimension, while also offering football fans a fresh and immersive way to live and express their passion for the game," said Elisabetta Mussini, Panini Group Licensing and Partnerships Director.

The Fan Experience Hub will feature 144 collectible cards spanning all 48 teams competing in the tournament.

Each nation will be represented by three distinct cards:

• Country Emblem: A card representing each nation's badge and identity
• Star Player: Featuring a standout athlete from each competing team
• Icon Card: A legendary figure from each nation's football history

Fans will be able to unlock cards by completing daily tasks such as following accounts or commenting on posts, with new activities rolling out through the duration of the FIFA World Cup 2026™. Wild cards can also be earned by achieving specific milestones and duplicate cards can be traded to further enhance collections; the more cards fans collect, the more rewards they will unlock.

Start building your collection on TikTok today!

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

Fandom and community have always lived on TikTok. From live entertainment events and cultural trends to creator commentary and global connection, TikTok is where people come together in real time around the moments they care about most. With 72% of users enjoying fan-made sports content, TikTok turns global football passion into a shared, participatory experience.

Today, we are launching a pilot of TikTok Pro Events in the U.S., a dedicated standalone application designed to deepen community immersion during major cultural milestones. Debuting with FIFA World Cup 2026™, TikTok Pro Events allows users to engage with global fan culture, explore trending videos, and access curated creator feeds directly within the app.

By completing fan-based tasks within the app – like searching for trending hashtags, visiting the FIFA World Cup 2026™ hub, and sharing content – users 18+ can earn stars that can be redeemed for exclusive benefits. These include official FIFA World Cup 2026™ merchandise through a dedicated in-app redemption store, TikTok Shop coupons valid for any purchase across the platform, or the opportunity to direct TikTok-funded charitable donations. To turn fan engagement into real-world impact, TikTok has partnered with Feeding America®, allowing users to direct platform-funded donations to help end hunger.

“We can end hunger when we come together, and our partnership with TikTok gives sports fans a simple and meaningful way to be part of that effort,” said Monica Lopez Gonzalez, chief marketing and communications officer at Feeding America. "By engaging with tournament content on TikTok Pro Events, the fan community can help direct earned Stars toward donations that support neighbors facing hunger. It’s a powerful example of how everyday actions, when multiplied across a community, can create meaningful impact and help ensure everyone has access to the food and resources they need to thrive.”

Alongside the behind-the-scenes perspectives delivered by our FIFA World Cup 2026™ Creator Correspondents, users can access our wider FIFA World Cup 2026™ Hubs within the main TikTok app by searching "FIFA World Cup." These hubs are powered by TikTok GamePlan — a comprehensive product suite that allows sports teams, leagues, and broadcasters to drive discovery, deepen engagement, and deliver real business results. This offers fans a dedicated space to discover content, creators, and broadcaster highlights from the tournament.

The TikTok Pro Events experience is now live for users in the U.S., debuting with the dedicated Fan Hub for the FIFA World Cup 2026™ as its inaugural pilot. Users can download TikTok Pro Events via the Apple App Store or Google Play Store to join the experience.

TikTok launches Comes Alive, a global LIVE program bringing creators and museums together for exclusive experiences

From reimagining classic art through a modern lens, to delivering TikTok LIVE tours from the world's most iconic museums, TikTok is transforming how people discover culture, creativity, and learning.

In honor of International Museum Day on May 18th, we're teaming up with iconic institutions and creators to launch a lineup of exciting programming and educational resources, including a new global LIVE program, updated museum insights, and more.

Museums Come Alive on TikTok

Over the past year, notable museums have turned to TikTok LIVE to engage with audiences in new ways, reigniting interest in history and famous works of art. In March The Metropolitan Museum of Art hosted a three-day LIVE series of creator and curator-hosted tours, while the Grand Egyptian Museum streamed its opening ceremony in November, turning a national cultural event into a global moment. The combined viewership across both LIVEs garnered nearly five million viewers globally, demonstrating how TikTok LIVE can continue to expand access to cultural institutions and educational storytelling.

Today we're excited to launch Comes Alive, a new global LIVE program that provides TikTok users with year-round access to LIVE content across education, food, travel, and more. Programming will kick off on May 18 with Museums Come Alive, a series of official TikTok LIVEs in partnership with museums around the world where viewers will get a behind-the-scenes look into iconic cultural institutions.

Be sure to tune-in LIVE on TikTok during the week of May 18th to see exclusive museum content:

• Almaty Museum of Arts: Tune in on @almatymuseumofarts at 3:00am ET/ 12:00pm UTC+5 on Monday, May 18th for an exclusive tour with @nurzhan_cello of the region's first and largest private museum of modern and contemporary art in Almaty, Kazakhstan. In a unique collaboration with the museum, TikTok LIVE has launched a limited-time bespoke virtual gift, "Artist," allowing viewers to support and celebrate cultural content during the LIVE.
• National Museum of Kazakhstan: Discover the National Museum of Kazakhstan on @nationalmuseumkz at 11:00am ET/ 8:00pm UTC+5 on Monday, May 18th, through an exclusive two-hour livestream with @zhuldyz_rakhmet. Supported by the Ministry of Culture and Information of the Republic of Kazakhstan, this immersive tour will showcase iconic treasures from the "Golden Man" to contemporary masterpieces.
• The Museum of Modern Art (MoMA): Join @katebartlett for an exclusive LIVE tour of The Museum of Modern Art in New York alongside a MoMA expert, as they showcase some of the incredible works of art on display. Tune in on @katebartlett, @museumofmodernart, @tiktok, @tiktoklive_us, on Monday, May 18th at 8:00pm ET.
• Abdeen Palace Museum: Join @ahmedgalalmoussa at @tiktoklive_mena on Tuesday, May 19th at 8:00am ET/3:00pm EEST for a before-hours LIVE tour inside the Abdeen Palace, showcasing Egypt's history and culture to audiences around the world.
• Pokémon Fossil Museum at the Field Museum: Tune in on @tiktok, @tiktoklive_us on May 20th at 7:15pm ET/6:15pm CT for an exclusive LIVE tour of the Pokémon Fossil Museum, two days before the exhibit debuts in Chicago, IL.

Highlighting Cultural Institutions

To celebrate International Museum Day, we're bringing together museums across the U.S. to offer exhibit access and behind-the-scenes tours with creators, blending world-class institutions with the creativity of the TikTok community.

"Cultural institutions have always had the power to spark curiosity, and the opportunity now is reaching the people who never knew that curiosity was for them. The growth of #MuseumTok proves that when museums show up where people already are, entirely new audiences follow. This International Museum Day, our deepening partnerships with museums around the world reflect TikTok's commitment to making cultural participation accessible no matter where you live," said Karen Kang, Culture and Education Partnerships Lead, at TikTok.

From May 17 to May 22, you can search #MuseumTok to view the in-app International Museum Day hub and watch official videos from creators and museum partners, including the Museum of Modern Art, the Guggenheim, the 9/11 Memorial & Museum, The Broad Museum, the Museum of Science Boston, the Houston Museum of Natural Science, and the Children's Museum of Houston.

2026 Museum Insights Report

We're also unveiling TikTok's 2026 Museum Insights Report, a look back at the trends and moments that inspired the #MuseumTok community over the past year, showcasing key insights that have helped drive community growth on the platform.

Key findings include:

• On TikTok, any museum can find its audience: TikTok gives every museum the potential to build a devoted following, even the most niche ones. The Disgusting Food Museum, Ice Cream Museum, Trap Music Museum, and The Bone Museum are all among the top-searched museums on the platform.
• Pop culture is the on-ramp to history: #MuseumTok shows the best entry point to history is often a well-told story. Museums have found new audiences by leaning into pop culture, humor, and TikTok-authentic formats, with clear results: U.S. TikTok users are 41% more likely than non-users to be interested in fine art and 79% more likely to be interested in modern art.
• Creator is the new curator: Museums connect more effectively with audiences when experts become the storytellers. Authentic voices and creator-led content drive museum discovery, giving a new generation a way into history, art, and culture through voices that feel relatable and approachable.

Celebrating International Museum Day

This International Museum Day, connect with creators, institutions, and communities reimagining how culture is experienced on TikTok. From behind-the-scenes access to real-time storytelling, #MuseumTok is making history more dynamic, inclusive, and alive than ever before.

Source: TikTok in-app analysis (April 2025—April 2026)

Transform episodic storytelling into incremental growth on TikTok through a unified content and ads approach.

TikTok Mini Series is an in-app feature that allows brands and marketers to build and publish episodic drama content directly on TikTok. Businesses can now amplify their Mini Series through TikTok's new ad solution, TikTok Growth Max, to grow their on-platform business and maximize performance across discovery, engagement, and conversion.

Say hello to TikTok Mini Series

Each Mini Series features snackable episodes that audiences can follow along, stay engaged, and watch anytime, powered by new advertising solutions.

TikTok Minis Center

You can publish a series in two ways:

1. As a dedicated in-app viewing experience in the TikTok Minis Center, where audiences can discover new series across multiple touchpoints, such as Search and the For You feed. Brands can generate revenue when users pay to unlock more episodes or when they embed ads within their dramas, with users watching ads to unlock additional episodes.

Currently available in the United States, Canada, Australia, New Zealand, United Kingdom, Indonesia, Thailand, South Korea, Japan, Brazil, and Mexico.

1. As organic episodic posts from a TikTok Business Account, directly distributed in TikTok's main feed. Users discover and watch dramas naturally, without needing to navigate to a separate section. Brands can earn revenue by embedding ads within their dramas, with users watching ads to unlock additional episodes.

Currently available globally.

Mini Series can now be supercharged with TikTok Growth Max by leveraging advertising automation and onsite signals to reach high-intent audiences and drive more revenue and better ad performance.

According to testing, using TikTok Growth Max for Mini Series drove a 3x higher Day-0 Return on Ad Spend (D0 ROAS) with IAA tROAS solution and a 1.5x higher D0 ROAS with IAP tROAS solution, showing how Mini Series delivers faster and stronger monetization compared to standard TikTok app and web campaigns.¹

Unlock new growth opportunities

TikTok Mini Series is designed to help developers and advertisers grow in three ways:

• Activate always-on storytelling: Fuel your content supply with episodic content built for TikTok—expanding reach, driving sustained engagement and maximizing returns over time.

• Unlock incremental revenue: Turn episodic viewing into incremental in-app engagement and purchases by targeting high-intent users and optimizing for stronger returns.

• Drive strong ad performance: Activate TikTok ad solutions to convert intent into value, leveraging onsite signals to drive immediate, scalable results with greater precision.

Where storytelling drives growth

As TikTok continues to bring discovery, entertainment, and action closer together, TikTok Growth Max for Mini Series opens a new chapter for advertisers looking to turn storytelling into measurable business impact.

By combining episodic content, built-in monetization, and performance powered by TikTok Growth Max, Mini Series helps brands connect with engaged audiences and drive growth. The result is a more connected journey on TikTok—one where audiences can discover, watch, and take action in the moments that matter most.

Step into the next era of growth on TikTok, starting with TikTok Mini Series. Reach out to your TikTok representative to learn more.

Source:

1. TikTok Internal Campaign Testing Data [Global] [Apr'26-May'26]

This document is the property of TikTok 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. Results may vary.

How Branded Buzz and Search Hubs transform discovery into deeper engagement on TikTok

On TikTok, discovery is rarely linear. A single video can spark a journey—through interactivity, search, and related content—moving people from passive viewing to active exploration.

For brands, this creates an opportunity to build interest at scale and capture it when people go looking for more. With Branded Buzz and Search Hubs, brands can now connect those moments by turning creator-led discovery into a dedicated destination for deeper engagement.

Introducing Branded Buzz

Branded Buzz is our new creator-powered solution that can deliver unmatched organic scale, generating millions of user-generated video views in just a few weeks. Imagine 300 creators, thousands of videos, and millions of views—all from engaged users. It's ideal for brands seeking to leverage user-generated content to drive mass awareness around a product launch, brand announcement, or tentpole moment. The result is authentic community participation—creators, content, and conversations all centered around your brand. It's not just reach—it's relevance at scale.

Branded Buzz campaigns are managed within TikTok One, where you can view video submissions, pin videos, access reporting, and filter videos to spark, all within a single dashboard. To ensure high-quality content delivery, all Branded Buzz videos are screened for creative quality and campaign relevance. Promotional Content labels are attached to all Branded Buzz submissions.

Introducing Search Hubs

Search Hubs are brand-owned search destinations that appear at the very top of the TikTok Search results page, giving brands full control over what users see first when they search. The experience is fully immersive and customizable, bringing together branded and creator videos, banners, CTAs, and official accounts in one place. That way, leaned-in audiences get your brand's full story, exactly how you want to tell it.

TikTok Search Hubs are the perfect way for brands to:

• Capture high-intent demand with guaranteed¹ top-of-search results: Secure first position and convert interest at the moment when people are actively searching.
• Own the narrative, stay top of mind: Control the search experience so your brand leads the conversation.
• Create a branded destination for exploration: Build a branded hub that brings together official content and community storytelling to drive consideration.

Search Hubs come in four formats, each designed to meet your brand where your audience is searching.

• Branded Search Hub: Control your brand narrative and stay top of mind with branded search terms.
• E-commerce Branded Search Hub: If you're a TikTok Shop seller, you can leverage branded search terms for a Branded Search Hub focused on TikTok Shop conversion.
• Category Search Hub: Own your category conversations with non-branded, category-wide search terms, gaining exclusive share of voice.²
• Sponsor Search Hub: Make the most of TikTok's premium search moments, owning cultural or IP-driven tentpole search terms.

Search Hubs turn search into a powerful brand moment—capturing high-intent demand and transforming it into a scrollable, shoppable, and immersive experience.

Connecting the two: From discovery to deeper engagement

Together, Branded Buzz and Search Hubs convert community-driven buzz into lasting momentum—turning moments of attention into deeper brand engagement.

Turning attention into action with Keyword Amplifier

Keyword Amplifier is a tool to drive incremental traffic to the Search Hub. By enabling clickable comments and search recommendations across Branded Buzz submissions, brands guide viewers from passive scrolling into active discovery and engagement in the Search Hub.

When bundled with creator campaigns and paid media, Keyword Amplifier transforms awareness into measurable search engagement.

Building a richer search destination with community content

Branded Buzz generates a high volume of creator-led content at scale. This content can be curated within the Search Hub, alongside official brand assets, to create a more dynamic and authentic destination. The result is a stronger search experience: one that reflects both brand storytelling and real community participation.

When combined, this approach drives real impact. Early testing showed that brands using Keyword Amplifier bundling saw a 58% increase in search page views, turning upper-funnel momentum into meaningful mid-funnel performance.³

Proof in action: L'Oréal

L'Oréal aimed to dominate high-intent searches for giftable items on TikTok throughout the gifting season. L'Oreal sought to secure brand relevance and position the brand as the top-of-mind choice for luxury fragrance as holiday gifts.

With this in mind, L'Oreal executed a first-of-its-kind solution bundle, pairing Branded Buzz with a customized Search Hub. The brand eclipsed the For You page with millions of creator views, saturated search for gifting terms with an immersive Search Hub, and used Keyword Amplifier to bridge the gap between mass awareness and search intent.

L'Oréal activated Branded Buzz to drive creator participation at scale, generating millions of organic-style video views during peak gifting season. By layering Keyword Amplifier, the campaign guided engaged viewers from creator content into a fully customized Search Hub—bridging the gap between passive discovery and active exploration.

Overall, the campaign generated 7.5x more organic views than forecasted, a 2.9x uplift in search volume, and 1.9x the market benchmark for keyword-amplified searches, surpassing brand expectations as top of mind and top of search for luxury fragrance gifting.⁴

Spark interest, capture momentum

On TikTok, attention is just the beginning. Capturing momentum is key. Branded Buzz helps brands spark the conversation through creators and community engagement. Search Hubs ensure that when interest builds, your brand is ready to capture it—on your terms. Together, they transform moments of discovery into lasting brand connections.

Reach out to learn more? Reach out to your TikTok representative to get started.

Notes:

1. Source: Based on internal TikTok data 2025 - 2026, excluding experimental holdout groups
2. Category Search Hub is only available for non-commerce categories in select countries. Contact your sales rep for more information on availability in your country.
3. Source: TikTok Internal Data, Global, 2025 - 2026
4. Source: TikTok Internal Campaign Data for L'Oreal, December 2025 to January 2026

This document is the property of TikTok 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. Results may vary.

Please note that your use of Branded Buzz and Search Hub is subject to your adherence to all applicable laws, rules, regulations, and policies, including, without limitation, the FTC's endorsement guidelines and all applicable TikTok platform policies including, without limitation, TikTok's branded content policy.

Combining built-in discovery, instant gameplay, closed-loop measurement, and Smart+ powered monetization to scale player growth and drive revenue.

TikTok Mini Games are lightweight, instant-play games embedded directly within the TikTok app. Now, Mini Games can be supercharged with TikTok Growth Max, TikTok's new ad solution that uses automation and onsite signals to help developers reach high-value audiences, acquire players, and drive growth.

1. Turn discovery into immediate gameplay

Mini Games removes the traditional barriers between ad exposure, app install, and first session. Because players can launch games instantly within TikTok, developers can convert interest into gameplay with less drop-off and faster user engagement. This creates a more frictionless path to immediate scale, especially in the early stages of launch.

2. Unlock high-intent demand

TikTok is already a place where people go to discover new games. 75% of users agree that TikTok is the most important touchpoint in their decision to buy or download a game when TikTok is part of the mobile gaming journey.¹ Mini Games allow developers to tap into this high-intent audience directly within the app.

3. Monetize faster

Because gameplay happens natively on TikTok, all touchpoints and intent signals stay on-platform. This provides a stronger foundation for monetization optimization and allows developers to activate ad revenue faster than in more fragmented acquisition flows.

TikTok Mini Games is designed to support day-zero monetization, helping developers begin generating value immediately through in-app advertising solutions powered by onsite signals and Smart+ automation.

4. Unlock high-value players

TikTok Mini Games is built to help advertisers optimize toward higher-value player actions. Advertisers can post back in-game events (such as tutorial completions or level milestones) to help TikTok identify users who are more likely to engage deeply and monetize better over time. This enables a shift from pure volume optimization to quality- and value-based growth.

A new way to launch and grow on TikTok

TikTok Mini Games offers developers a new way to launch and grow beyond the traditional app-install model, combining discovery, instant play, monetization, and performance optimization in one. For developers looking to capture attention faster, monetize earlier, and scale more efficiently, it represents an early opportunity to build where gaming discovery already happens.

Interested in TikTok Mini Games? Reach out to your local TikTok representative to learn more.

TikTok Growth Max is available in all markets where Mini Games is currently available, including the United States, Japan, Indonesia, Thailand, the Philippines, Vietnam, Malaysia, Brazil, Saudi Arabia, and Turkey.

Source:

1. TikTok Marketing Science Journey of Launch Research 2023, conducted by Material

This document is the property of TikTok 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. Results may vary.

Discover more ways to grow your business with our first-party analytics platform that helps you identify, understand and activate your audiences across every stage of the funnel on TikTok.

We've all faced the challenge of identifying our most valuable audiences, understanding how they move through the funnel, and uncovering which types of content truly influence their decisions. That's why we built TikTok Market Scope, a powerful insights and analytics tool that shows who your brand is reaching and how they're engaging with your content.

Think of it as your full-funnel command center, combining paid, organic, and branded data to reveal where audiences are in their decision-making journey, from awareness to consideration to conversion. It helps brands understand the shift from "I've never heard of you" to "I'm considering you" to "I'm buying right now," while uncovering the types of content that affect those decisions.

With TikTok Market Scope, you get:

• A unified view of your brand's paid and organic content performance, powered by a data-driven framework.
• Access to data-backed insights to learn exactly where your audiences are on their decision-making journey.
• Behavioral insights to understand what influences high-intent audiences, guiding them from brand discovery to action.
• Industry insights tailored to your vertical.
• Market insights with brand performance data to better understand how to fuel your bottom line with the right media solutions.

Taken together, these insights provide a clearer picture of your brand's consideration audiences—those who demonstrate strong interest. Measurement platform InMarket analyzed retail campaigns on TikTok and found that consideration audiences over-indexed on store visits (1.8x) and sales response (1.5x),¹ while Circana's analysis of CPG campaigns revealed that consideration audiences drove 4.2x higher incremental sales than awareness audiences, and 4.4x higher incremental sales than untapped audiences.²

Latest updates

TikTok Market Scope is evolving to provide greater industry-level context and insights to help brands better move audiences from awareness to consideration to conversion.

Upgraded Brand Perception module

The Brand Perception module has been updated with new capabilities that help brands spot emerging trends, understand competitor activity, and identify untapped demand within their category. These insights give marketers a clearer view of which products and themes are gaining traction, how they connect to performance, and where additional investment may drive greater impact.

By combining market context with competitive and content-level insights, Brand Perception helps brands make more informed decisions on TikTok. Marketers can use these insights to prioritize stronger content opportunities, allocate budget more efficiently, and evaluate post-campaign performance with greater precision.

Tentpole Strategy

Tentpole Strategy is a new sub-module within the Brand Perception tab that surfaces traffic trends and key tentpole moments (Black Friday, Back to School, etc.) to help internal teams and clients align campaign timing, maximize product exposure, and optimize budget allocation for more effective pre-planning and growth.

Customers without Tentpole Strategy rely on manual planning for key events using industry reports or past campaign data. This limits access to real-time audience behavior and insights. With Tentpole Strategy, advertisers can view traffic trends, search spikes, and content performance, enabling earlier, more informed planning.

Two distinct audience funnels for TikTok Shop and web

Previously, brands could only view one purchase path at a time—either TikTok Shop* or web payments. This resulted in an incomplete picture of how people moved across the two paths. Now, TikTok Market Scope displays two distinct views on a single dashboard: one for in-app purchases through TikTok Shop and one for website conversions. This provides a clearer view of how TikTok drives demand both in-app and off-platform, helping you plan, invest, and optimize with the full picture in mind.

*TikTok Shop not currently available in Canada

E-commerce insights

Market Scope's e-commerce insights capabilities have been enhanced to provide a more holistic view of performance. This helps brands and sales teams optimize growth on and off TikTok with data-driven strategies and expand visibility into open-loop e-commerce, providing a more complete picture of business impact.

The expanded insight dimensions include:

• Buyer Analysis: Deeper understanding of customer cohorts and purchase behavior.
• Competitive Landscape: A clearer view of market share and competitor performance.
• Store Diagnosis: Actionable insights to optimize TikTok Shop presence.
• Livestream Performance: Granular analysis of livestreaming effectiveness.

IP-level audience insights for theatrical brands

Theatrical advertisers can now see funnel movement at the individual movie or show (IP) level in TikTok Market Scope. That means studios can track awareness, consideration, and ticket purchases per title, and better spot momentum and funnel drop-off by release.

Improved industry analysis

Industry Analysis helps brands understand TikTok user behavior within their category, including trends, audience movement, and competitive context. For telco brands, a new User Migration Analysis reveals how many users switched from competitors to your brand, and where those gains came from. This telco view is the first in a series of industry-specific modules, with versions for mobile phone and commerce brands coming soon.

Brand Consideration ads

Powered by TikTok Market Scope, Brand Consideration is a mid-funnel objective in TikTok Ads Manager that helps you build and scale your consideration audiences. It's designed to optimize for high-intent users who demonstrate strong brand interest through behaviors like sharing, liking, commenting, searching, or repeatedly watching your videos. By tapping into these signals, Brand Consideration helps you bridge the gap between awareness and conversion, activating engaged audiences and moving them down the funnel.

Optimized for consideration and attention

The Brand Consideration objective balances cost per consideration with 6-second view-through rate, helping brands reach high-intent audiences who are also more likely to watch. This means Brand Consideration ads balance attention and intent, helping advertisers drive stronger mid-funnel performance and unlock full-funnel strategies.

Traffic integration

Consideration signals are also available within the Traffic objective in TikTok Ads Manager. Advertisers can toggle on consideration signals, allowing traffic campaigns to prioritize consideration audiences. The signals include cost per consideration and cost per new buyer, which optimizes for people who haven't purchased from the brand in the past 180 days.

Four smart ways to use TikTok Market Scope

1. Optimize your audience growth strategy at scale

Want a breakdown of your total TikTok audience, including who they are, how they move through the funnel, and what content drives action? The Audience Assets module in TikTok Market Scope does just that. In this module, you're able to:

• Measure, track, and analyze your audience at each stage of the funnel.
• Gain a comprehensive understanding of your brand's penetration among vertical-specific audiences.
• Build custom audience sets using rich audience tags, then target them through TikTok Ads Manager campaigns to drive results.

You can use these insights to map media solutions to audience behavior based on your campaign goal.

1. Turn interest into intent with Brand Consideration ads

Consideration audiences are leaned-in and primed to act on TikTok, and with Brand Consideration, you can finally activate them with precision. Powered by TikTok Market Scope, Brand Consideration leverages engagement signals, such as shares, comments, searches, and repeat views, to identify audiences that have shown a genuine interest in your brand. That means you can scale mid-funnel audiences more efficiently and maintain momentum from awareness to conversion.

1. Evaluate your brand impact on TikTok

TikTok Market Scope also provides a more holistic breakdown of your brand health through the Brand Perception module. In this module, you can measure how your brand shows up in the market with real-time insights into your brand sentiment and share of voice. You're even able to fuel your content strategy with insights into what's trending in your vertical, including top videos, popular searches, and standout creators.

1. Boost sales with smarter product insights

Ready to level up your TikTok Shop? TikTok Market Scope's Merchandise module gives you powerful product and category insights to unlock new growth and revenue opportunities.³ Discover what's trending in your category—based on insights like sales volume, user demand, and market potential, so you can fine-tune your content strategy and keep the momentum going. Plus, with real-time data on pricing, gross merchandise value (GMV), and performance trends, you can sharpen your pricing strategy and stay ahead of the curve.

Ready to turn insights into impact? Connect with your TikTok partner today to unlock access and start driving smarter, data-powered growth with TikTok Market Scope.

Notes:

1. Source: 2025 TikTok + InMarket Lift TikTok Market Scope 3P Validation Analysis, Retail Vertical Response Index Calculation = % of User Contribution / % of StoreVisits|Sales Contribution and 1.5x stronger sales response.
2. Source: 2025 TikTok + Circana Sales Lift TikTok Market Scope 3P Validation Analysis, CPG Vertical (FBA and Beauty/Care), Response Index Calculation = 100 x % Contribution to Incremental Sales / % Reached Households
3. The Merchandise Module is only available to TikTok Shop clients.

This document is the property of TikTok 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. Results may vary.