TikTok Updates & Release Notes

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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)

TikTok is where people come to discover what's new, engage with what they love, and take part in what matters to them. We've built a place that audiences love and where brands can transform that interest into action. Along with our partners, we are building tools for advertisers to engineer that magic themselves -- to build, scale, and drive real results.

Today, at the 6th annual TikTok World product summit, we're announcing solutions that integrate strategic applications of AI, enhance creativity, engage audiences, and measure impact effectively. Our latest innovations enable advertisers to organically leverage on-platform discovery, maximize AI-driven insights to activate on the moment between discovery and purchase, and build on customer intent with actionable, measurable plans.

“TikTok is a place where millions of people every day all around the world gather to watch, love, and want what brands have built. The product innovations we are sharing today illustrate how we are integrating world-class AI models, built with transparency and control at the core, to allow advertisers to execute personalized marketing strategies. Together, we are building advertising solutions to deliver reliable, repeatable results to help drive overall business impact," states Isobel Sita Lumsden, Global Head of Business Marketing at TikTok.

Amplify your brand at the moments that matter

People don't just check TikTok, they watch TikTok. To help capture this attention, we have built high-impact ad formats to reach audiences that are tuned in and ready to connect.

TopReach is our newest premium ad solution that combines two existing high-visibility placements — TopView and TopFeed — into a single buy to give advertisers the opportunity to reach all available users on TikTok in a single day for key brand moments. Today, we’re announcing TopReach Creative Sequencing that allows advertisers to take over both high-visibility ad placements to tell a continuous, narrative right when users open the app.

To enhance discovery and ignite organic conversation on TikTok, we're introducing Branded Buzz which enables advertisers to collaborate with creators on large-scale campaigns, driving millions of views and authentic, organic conversations to amplify key moments. The solution gives brands the tools to generate hundreds of creator videos within a short time period to help create an organic buzz on the platform and drive large scale awareness.

To further capture the high-intent brand attention created by Branded Buzz we're also unveiling Search Hubs which position brand-owned pages at the top of TikTok search results to capture the engagement at the very moment people are ready to discover, learn or shop.

Fueling creativity to drive business growth

TikTok One is our creative command center that brings creators, tools, and agencies together seamlessly within one platform. To facilitate faster, more organic creator partnerships, we’re unveiling Creator AI Search within TikTok One, a new creator discovery tool that transforms how brands and agencies find creator talent on TikTok. The tool works by interpreting campaign briefs and analyzing TikTok creator profiles to quickly deliver a curated list of relevant creators to work with, unlocking faster and more efficient AI-powered discovery.

To deliver quality creative at scale, Dreamina Seedance 2.0, ByteDance's next-generation AI video model, is now integrated into TikTok Symphony, our suite of creative AI tools. This video generation model enables consistent, high-quality video creation without the manual fixes that slow down production. Additionally, we’re announcing Reference to Video, a new Symphony Creative Studio video generation feature that allows advertisers to prompt the exact images and products they want at specific moments of their video, giving more creative control to their AI generated content.

Optimizing for campaign results

Smart+ is our AI-automated performance solution, that optimizes campaign creation and delivers what works to maximize performance. We are introducing new features including Auto Selection, that centralizes all ad creative -- creator content, product assets, and Symphony-powered creative - and automatically selects what will perform best. Asset Manager is a new centralized commerce management hub that brings together advertisers' product catalogs, data connections, and creative to help simplify campaign setup and launch. We're also introducing an AI-powered Summary feature that evaluates advertisers' campaign performance to reveal deep insights and actionable optimization suggestions.

We’re expanding GMV Max, a TikTok Shop solution that automations campaign creation and ad spend optimization, with new pro features that optimize for profit and performance with more seller costs like affiliate costs, coupons, and fees, so advertisers get a clearer view of their return on investment.

To get full-funnel insights into how a brand is performing on TikTok, we are expanding TikTok Market Scope with Industry Analysis, Ecommerce Insights and Creative Insights. These new modules showcase deeper insights within an advertiser's specific industry including competitive context, aggregated user purchasing behavior, creative insights, and what has proven to be successful specific to an advertiser's brand and audience.

Convert attention to action with on-platform experiences

We are expanding into more on-platform advertising experiences that drive discovery into real business growth all within TikTok, starting with travel, entertainment and gaming. These new advertising opportunities make it easier for people to play, watch and book the games, short dramas, and destinations they discover every day on the For You feed.

• TikTok Growth Max is our new advertising solution that enables media companies and game developers to target users to engage with our on-platform entertainment experiences Mini Series and Mini Games. Built into TikTok, these experiences are where people discover, watch, play and purchase episodic mini series and games all without leaving the app, giving brands the opportunity to target highly engaged audiences and create new revenue opportunities.

• TikTok GO Ads is our new ad solution that lets travel advertisers target and convert high-intent viewers, allowing people to discover and purchase their next adventure, all within TikTok. TikTok GO is a one-stop travel discovery and booking experience built directly into TikTok, making it easier for people to find and book the hotels, attractions, and destinations they discover every day on TikTok.

"Travelers are already turning to TikTok for inspiration, and as we look for new ways to meet them where discovery happens, TikTok GO creates a natural path from interest to booking. We’re excited to be the TikTok GO Ads build partner and among one of the first to bring this experience to life. We are committed to continue finding innovative ways to connect travelers with the trips they’re dreaming about," states Daniel Duckart, Vice President of Growth Marketing at Expedia Group.

Unlocking your build potential

We’re introducing the TikTok Ads Model Context Protocol (MCP) Server, a new interface that allows developers and advertisers to build AI agents and tools directly on top of the TikTok Ads ecosystem to help execute advertising campaign development and management without the need for manual intervention. We’re also announcing TikTok Ads Skills, a set of building blocks that allows developers to build their own AI tools on top of existing infrastracture to execute key advertiser workflows - such as campaign creation, performance insights, creative analysis, audience discovery, and budget optimization - so developers and advertisers aren't starting from scratch.

The TikTok community drives culture and encourages brands to be a part of it authentically. - and now we have the products and playbook to harness that into a plan that drives business growth on TikTok. To learn more about our product solutions that help brands deliver key business results here.

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.

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.

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.

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.