TikTok Ads Updates & Release Notes

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.

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.

Great content is square one for a great campaign.

At TikTok, we want advertisers to create ads that feel TikTok-first. Content should be entertaining, built for the platform, and aligned with how people watch and engage. When creative fits the platform experience, it's better for viewers and better for business. And audiences are telling us exactly what they want more of. In a recent APAC white paper with Accenture, 76% of consumers said they want brands to post more authentic content, while 9 in 10 said authentic content is likely to influence a purchase decision.

We introduced TikTok One to bring TikTok's Creative Solutions into a single place. Now, in its third year, TikTok One has evolved with smarter tools shaped by TikTok-first insights and built on a deeper understanding of what you need to drive performance. It's a more powerful, all-in-one creative platform that brings creator discovery, collaboration options, and insights together.

After launching in 2024 and migrating key experiences like Creator Marketplace and Partner Exchange (formerly TikTok Creative Exchange), we've continued upgrading the platform with new tools and fresh updates.

Now, we are introducing Creator AI Search, a new AI-powered search solution that makes it easier to find, source, and shortlist the right creators for your next campaign. It's built to surface creators who align with what you're trying to achieve, and it provides clearer, data-informed signals around creator fit and past partnership performance, so you can feel more confident in your choices.

Plus, the upgraded Partner Exchange makes it easy to connect with TikTok's network of trusted partners who specialize in managed creator marketing services, helping you scale creator programs with expert support.

These updates make it easier to get closer to your audience, understand the conversation around your brand on TikTok, and build creative that drives results.

Keep reading to see what TikTok One has to offer.

Find the right creators faster with Creator AI Search and Partner Exchange

When it's time to bring your campaign to life, TikTok One connects you with the right people who know how to make content that performs, whether that's creators, trusted partners, or both.

Creator Marketplace

Whether you're looking for one-of-a-kind creator content or ready-to-run ads at scale, TikTok One's Creator Marketplace is your go-to place for building standout creator campaigns on TikTok. As the official platform for brand-creator collaboration, it streamlines the entire production process, from creator discovery to campaign delivery.

And with TikTok One Creator Marketplace APIs, partners can tap into the platform's most powerful features from their preferred workstreams, including:

• Smarter creator discovery: Use advanced filters, curated highlights, or open casting calls to find creators who align with your goals, whether you want trendsetters or top performers.
• Flexible campaign workflows: Run custom creator campaigns or launch scaled campaigns with automated briefing, approvals, and post-promotion management.
• Advanced reporting and insights: Track performance across organic and paid creator content with unified analytics and recommendations.
• Spark Ads recommendations: Instantly identify and promote organic content to paid ads to scale content for performance results.

Creator AI Search

Creator AI Search is a smarter way to discover creators on TikTok. Instead of starting with keywords alone, you can start with natural language. Paste in your campaign brief or describe what you are looking for in your own words, and TikTok One uses AI to interpret your request and return a curated set of creators who match.

The tool also guides you with prompts to help shape and refine your search, so it feels more like building from a brief than filtering through a database. It is designed to help you build stronger shortlists with less guesswork, using clear signals like content quality, reach, and what has worked well in past brand partnerships.

What you can do with Creator AI Search:

• Paste in your campaign brief and get a curated shortlist: Start with what you already have, then get a list of up to 200 creators back in seconds. The tool provides helpful prompts, and you can access past searches and templates to get started faster.
• Real-time "thinking" transparency: After you submit a campaign brief, the AI displays its real-time "thinking process," breaking down its workflow into understandable steps. You can also see exactly how the system interprets your brief and the criteria it uses to find creators, giving you confidence in the results.
• Refine your list with Like, Dislike, and Generate Similar buttons: Keep the creators you like or filter out the ones that aren't a fit with Like and Dislike buttons on each creator card, providing feedback to the system. Then use the Generate Similar button to refresh the list to explore new options that better match what you are looking for.
• Invite creators right away: From the list, you can add creators to a Shortlist or Invite to Campaign.

Partner Exchange

Partner Exchange connects you with TikTok-approved creative partners who know how to make authentic TikTok content that performs.

It's built for fast, reliable production, whether you need a few standout assets or a steady flow of new creative for always-on campaigns.

• Creative expertise from pros with a track record of creating high-performing videos.
• A steady flow of creative ideas to help you scale content and keep things fresh.
• Support for both branded content and creative ads.
• Full production support. Partners can take the lead on everything, which means minimal additional work for an advertiser's team.

Partner Exchange also features an updated partner brief, giving advertisers more control over how projects are defined, including clearer requirements and creator preferences.

Find brand-relevant content with Content Suite

With TikTok One's Content Suite, brands can find brand-relevant content posted by creators and then boost those posts as Spark Ads. This makes it easier than ever for marketers to build their TikTok creator content portfolio without putting in extra time or budget.

And given the impact of TikTok creator marketing, brands will want to run more creator content. For our North American clients, TikTok One creator content boosted with Spark Ads drove a 159% higher engagement rate than non-creator content posted in the TikTok Ads Manager, even though the CPM was the same for both types. And once a marketer chooses which creator videos they want to boost, those videos will sync automatically with TikTok Ads Manager. No hassle.

With Content Suite, marketers can:

• Find native TikToks about a brand, already pre-filtered for ad eligibility and ranked by ad potential.
• Get approval for 365 days of ad usage with one-click creator invitations.
• Choose from ready-to-use authorized videos for immediate Spark activation via TikTok Ads Manager.

Availability on TikTok One: Global Beta. For beta access, reach out to your TikTok rep.

Learn more about Content Suite here.

Meet the new TikTok One

TikTok One has entered its next chapter—refreshed for what creator marketing looks like now. It's a smarter platform designed to make creator marketing feel simpler and built to help you bring campaigns to life.

From discovering creators to choosing the right partners to tracking what's working, TikTok One helps you stay focused on what matters most: making TikTok-first creative that people actually want to watch. And as you build, you stay in control. You choose how to work, what success looks like, and which direction to take next, with clearer signals and performance insights to guide your decisions.

Ready to see what's new? Check out TikTok One and start creating stand-out content today.

Sources:

1. Authenticity in APAC Research by Accenture Song (n=1000 — ID, TH, VN, JP, and AU, 2025
2. TikTok Data Science internal analysis of TikTok One creator content posted February 2024-January 2025; North America results

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.

Maximize holistic ROI from your TikTok Shop with our commerce automation solution

Since its launch in 2024, GMV Max has proven to be a powerful way for TikTok Shop merchants to automate their advertising campaigns and drive incremental gross merchandise value (GMV). GMV Max automatically leverages all available creatives (organic videos, paid ads, and affiliate posts) and deploys them in a single, automated campaign optimized for total return on investment (ROI).

The best part is that you don't have to wait until your creative pipeline is built out to get started. It's as easy as setting up your TikTok Shop and turning on GMV Max to drive immediate sales—no creative minimum required.

Why GMV Max?

• Maximized GMV: Paid ads, organic content, LIVE, affiliates, coupons, and commissions all work together to drive GMV growth with optimized holistic ROI. According to internal data, advertisers using GMV Max in initial tests reported a 20% uplift in GMV, demonstrating the combined power of automation, smart optimization, and TikTok's unique shopping ecosystem.¹
• Less guesswork and more time savings: Choose what products or livestreams to promote, set your ROI and budget, and let automation take care of the rest.
• More creative to test and scale: All of the content powering your TikTok Shop—approved organic, affiliate, and paid ad content—works together to maximize GMV. With the help of automation, creatives are tested and optimized at scale.

Success story: Check out how Maybelline New York, a global beauty powerhouse under the L'Oréal Group, achieved breakthrough commercial success with GMV Max on TikTok Shop here.

Latest updates

We've sharpened the way GMV Max optimizes for ROI with new Pro features that factor in operational costs that affect your bottom line, not just media spend. This new formula, currently in testing, considers all your traffic streams, affiliate costs, coupons, and platform fees, creating a more complete driver of ROI.

We also added a new Creative Hub for GMV Max, where sellers have more visibility into which creative assets and creators are driving the most GMV, right inside TikTok Ads Manager and Seller Center.

LIVE also got a boost, with several product updates to help you manage, ramp up, and fuel your LIVE ads with Live Control, Mega Live Mode, and Video-to-LIVE.

Lastly, we've introduced GMV Max Spillover reporting, which lets you see where your GMV Max campaigns are driving incremental sales across your other investment channels.

The power of TikTok Shop

TikTok Shop is shaping the future of shopping through its discovery-commerce model, connecting the TikTok community with sellers and creators through shoppable videos and livestreams. Trending products are discovered and purchased seamlessly, all within the app.

With TikTok Shop, merchants can grow sales through native shopping features such as shoppable videos, affiliate content, and Shop Ads.

GMV Max is now live in all markets where TikTok Shop is available. That means that every business in these markets can tap into GMV Max to drive measurable performance and smarter product sales through TikTok.

Have a TikTok Shop and ready to try GMV Max? Get started on TikTok Ads Manager or Seller Center. Want more details?

Download the one-pager for a deeper look at everything GMV Max offers.

Source

1. Internal data source, 2025

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.

Take control with Smart+ automation to maximize your performance results.

Smart+ is TikTok's portfolio of automation solutions designed to maximize performance results while keeping control in your hands. Available within campaign setups, Smart+ solutions leverage AI and high-quality signals to automate campaigns, saving advertisers time and money.

Smart+ maximizes business returns through three major benefits:

• Better efficiency and performance: Smart+ automates repetitive manual tasks with data-driven decisions and executes within advertiser-defined guardrails, delivering better ROI, return on effort, and return on creative.
• Controllable automation: With flexible automation built directly into a streamlined campaign flow, Smart+ solutions let you benefit from AI-powered scale without sacrificing control. They can be turned on/off on a module level.
• Powering the mid & lower funnel: Smart+ unlocks efficiency and performance for Traffic, App Promotion, Lead Generation, Sales with built-in transparency and control.

Latest updates

Smart+ modular control

Advertisers now have more transparency into how automation is used throughout the campaign buying flow. They can turn automation on or off for specific modules, including targeting, budget, catalog ads, and placements.

Smart+ Automatic Placement

Smart+ Automatic Placement now lets advertisers manually select placements, including TikTok, TikTok Pangle, Lemon8, and Global App Bundle, where available, when setting up a campaign in TikTok Ads Manager.

Music Autofix

Music Autofix is now available for advertisers running App campaigns. Music Autofix automatically detects when music cannot be used, alerts advertisers to music blockers, and inputs alternative tracks from the Commercial Music Library.

Smart+ expands to the Traffic objective

Previously available only for lower-funnel campaigns, Smart+ has expanded to the Traffic objective, allowing advertisers to decide which parts of their campaigns to automate and which to manage manually.

Summary

Summary is a new AI-powered feature within TikTok Ads Manager's View Report that helps advertisers make quicker, smarter optimization decisions by automatically evaluating campaign performance and turning complex campaign data into clear insights and actionable guidance. Reach out to your TikTok representative for early access.

Asset Manager

Asset Manager is a unified dashboard that brings together events, catalog, and creative for easier management. It features streamlined onboarding, stronger connections between the three assets, and proactive diagnostics that alert you to opportunities to maximize performance during campaign creation.

By centering the experience around products (catalog) as the primary key, Asset Manager provides the stronger connections required for Smart+ Catalog Ads to reach their full performance potential.

How Smart+ works

Smart+ is TikTok's portfolio of automation solutions available within existing campaign setups. Each solution can be enabled or disabled at the module level.

• Audience targeting: Automatically finds the right audience with minimal input, such as location, age, and language settings. You can further guide the system with custom audiences or interest targeting, or switch to manual targeting for full control.
• Budget strategy: Let our system optimize your budget with Smart+ campaign budget, or set your own budget strategies for each ad group.
• Placements: Smart+ Automatic Placement delivers ads across TikTok, TikTok Pangle, Lemon8, and Global App Bundle, where available, automatically allocating budget to placements where your creative performs best. You can also manually select specific placements.
• Creative assets: Tap into your product catalog to automatically power your performance with personalized recommendations with Smart+ Catalog Ads.
• Campaign structure and creative flexibility: Build campaigns with up to 30 ad groups per campaign, 30 asset groups per ad group, and 50 creatives per asset group, which allows you to pair text with specific creatives and drive traffic to multiple URLs.
• Reporting: Leverage enhanced creative-level reporting to analyze performance across three key dimensions: Creative, Text, and Enhancement, enabling you to identify winning creative combinations.
• Ad-level operations: Use the ad-level view to gain clear performance visibility and streamline operations at both the asset group and individual creative levels.

Built for every business goal

Smart+ solutions power all performance and traffic objectives, from driving sales and traffic to app promotion and quality lead generation, while keeping control in your hands.

Sales Campaigns

Sales Campaigns are designed to drive lower-funnel actions such as sales. Within this objective, Smart+ Catalog Ads are purpose-built for advertisers with a product catalog (e.g., commerce, travel, hotels, flights, and destinations) to efficiently turn demand into conversions.

Key benefits:

• Drive Better Results: Maximize ROI with asset-led intelligence—combining signals, catalog, and creative with smarter automation to drive sales. In testing, advertisers saw a 29% improvement in CPA compared to manual campaigns.[1]
• Fully maximize your assets across events, catalog, and creative. Put the spotlight on your products to elevate your digital experience and stand out from the competition.
• Fuel your creative supply with rich, product-focused ad creatives that are impossible to scroll past.

App Campaigns

Smart+ solutions introduce new levels of automation and measurement to help app marketers build sustainable growth. With flexible bidding strategies, you can align campaigns with specific goals across the app marketing lifecycle, whether you're focused on maximizing installs or optimizing for specific outcomes like return on ad spend (ROAS). You can also leverage Target ROAS and Cost Cap to deliver precise optimization and the control needed to efficiently achieve your ROAS and CPA targets.

Auto Selection is now available for App Campaigns to drive performance with a continuous flow of creator content, brand assets, and AI-generated creatives. Choose how much automation you want, while staying in control of the assets that go live.Finally, you can enhance your strategy with near real-time conversion reporting for iOS, giving you unmatched visibility into performance and unlocking more advanced strategies.

Lead Generation Campaigns

Generating leads is a balance of quality and quantity, and on TikTok, you can have both. The solution offers multiple pathways to capture interest, from Instant Forms and Web Forms to Messaging and Call Ads, as well as specialized formats like Automotive Ads.

Deep funnel optimization improves lead quality and deeper-funnel conversions, while goal-based bidding solutions, such as Cost Cap, help businesses align spend with performance goals, ensuring efficiency at scale. Together, these capabilities make it easier for brands to grow engaged leads, capture discovery moments, and generate demand in ways that are uniquely powered by TikTok.

Supercharge your Smart+ campaigns with TikTok Symphony Automation

Smart+ now features Symphony Automation, bringing TikTok's generative AI tools directly into Smart+. This allows advertisers to generate fresh assets, enhance existing creative, and keep campaigns performing at their best—all seamlessly within the Smart+ workflow.

Symphony Automation currently offers two solutions: Recommended Creatives and Automatic Enhancements. Recommended Creatives provides advertisers with recommendations on which assets from their library will perform the best against their campaign, as well as generate TikTok-ready videos from their product URL. Recommended Creatives now includes Auto-add, which automatically refreshes your creatives in your campaign while it's running.

Automatic Enhancements optimizes existing assets in a single click, improving video and image quality, resizing for TikTok's vertical format, refreshing music or hooks, and even translating and dubbing content into 50+ languages.

Symphony Automation incorporates all of the tools from our TikTok Symphony suite into your workflows, while keeping responsibility in mind. Now, Symphony Automation also has built-in creative control settings, putting you in the driver's seat.

Ready to try out the latest features?

Contact your TikTok account manager to take advantage of early access, or download our one-pager for guidance on creating both fully automated and manual campaigns.

Source:

1. TikTok Internal Data, Smart+ Catalog Ads Closed Beta testing, Global 2025

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.

Powered by generative AI, our new suite of creative solutions is designed to enhance every step of your TikTok content creation journey.

At the heart of TikTok's vibrant community lies a simple truth: creative content is the engine of growth. Recognizing this, we introduced TikTok Symphony, a suite of creative solutions powered by generative AI.

Blending human imagination with AI-powered efficiency, TikTok Symphony enables businesses of all sizes, creators, and agencies to move from idea to impact faster, making it easier than ever to create compelling video assets at scale.

Generate TikTok-first content with Symphony Creative Studio

Ready to start video production and bring your ideas to life? Enter Symphony Creative Studio, an AI-powered video generator that creates TikTok-ready content easily and efficiently.

Much like a fully-equipped photography or video studio, Symphony Creative Studio consists of various features tailored to specific needs:

Video generation

Generate a video from scratch from your existing assets or from just a text input, all in just minutes. Perfect for businesses and marketers with limited resources. Now upgraded with Reference to Video to allow you to directly reference the assets you want in your prompting.

Image Generation

Generate a video asset from a single image or a series of images seamlessly. There are two ways to generate an image, with purely text prompt, or adding up to four reference images.

Avatar videos

Bring content to life with Symphony Digital Avatars, including Voiceover Avatars that use avatars of licensed actors to voice over a script (available in over 30 languages), and Product Avatars that use avatars to showcase a product on screen.

Translate & dub videos

Break language barriers by translating your video's original voiceover into multiple languages, broadening your content's reach and impact, while connecting with diverse audiences worldwide.

Symphony Creative Studio also includes the Your Daily Video Generations feature, providing fresh, auto-generated video options daily, customized for your brand and products based on past activities in Symphony Creative Studio.

Symphony Creative Studio is now integrated with Seedance Dreamina 2.0

Seedance Dreamina 2.0, ByteDance's next-generation AI video model, is now integrated into Symphony Creative Studio, unlocking new possibilities for brands, small businesses, and creators to bring their best ideas to life.

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

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

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

Read more about our Dreamina Seedance 2.0 integration here.

Optimize your ads with Symphony features in TikTok Ads Manager

You can also use TikTok Symphony features within your TikTok Ads Manager workflow, seamlessly integrated into the campaigns where the tools are most useful. Together, Symphony features in TikTok Ads Manager aim to streamline and enhance your ad creation process, making it more efficient and effective.

If you want to learn more about the tools, check out our blog here: Symphony Automation in TikTok Ads Manager.

Elevating human creativity with AI technology, built with responsibility at its core

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

As Dreamina Seedance 2.0 brings more powerful AI video capabilities to Symphony, the model has undergone extensive testing by global safety and intellectual property teams working alongside third-party red-teaming partners to test capabilities before they reach advertisers.

You have total control over the output to ensure it matches your brand's distinct voice and vision, and each video generated by Symphony Creative Studio is transparently marked as AI-generated to ensure honesty and openness with viewers.

Symphony Creative Studio is now generally available for all logged-in TikTok for Business users. Visit Symphony Creative Studio today to get started creating content fit for TikTok. All videos created with Symphony Creative Studio are automatically labeled as "AI-generated".

TikTok's evolving measurement suite gives advertisers a more complete view of ROI, capturing impact across every touchpoint.

On TikTok, discovery leads directly to results, influencing the entire path to purchase to generate demand and drive sales. Here, creators, communities, commerce, and brands work together in one ecosystem, shaping behavior from the first view to the final purchase.

What makes TikTok unique is also what powers our advertising: building solutions and tools to help brands connect what happens on TikTok to the business results they care most about. But shoppers take many paths to purchase after seeing a TikTok ad, and last-click attribution captures only part of the story.

Even when TikTok isn't the last-click channel, it sparks discovery that drives conversions on other channels like search, websites, in-store, and marketplaces. But without advanced measurement, TikTok's true ROI is consistently undervalued, leaving advertisers unable to report or fully understand the real impact of their investment.

Introducing TikTok's Attribution Portfolio

Attribution Portfolio is a suite of measurement tools within TikTok Ads Manager designed to capture the full conversion journey, from people who first discover a brand or product on TikTok (first-touch attribution) to those who convert directly from an ad or another channel after being influenced by a TikTok ad (last-touch attribution).

With Attribution Portfolio, Advertisers can unlock stronger business outcomes by using new attribution insights to make smarter decisions and by aligning TikTok's performance signals with the analytics tools they already rely on. Attribution Portfolio includes both first- and last-touch solutions:

• First-touch: Post Purchase Survey, Attribution Analytics
• Last-touch: Attribution Analytics, Third-Party Optimization, Assisted Conversion

By improving performance outcomes in existing advertiser tools and offering more advanced attribution capabilities, TikTok is meeting advertisers on the platforms they already use while offering solutions that demonstrate TikTok's total impact.

Latest updates

Attribution Analytics has been upgraded to a unified, 1st- and 3rd-party view that identifies performance gaps and optimization and measurement opportunities. This new suite features a centralized 'Overview' page that summarizes account conversion attribution health at a glance and provides strategic insights.Key updates include:

• A Performance Insight Summary section that provides a high-level view of how TikTok influences your business, displaying aggregated metrics like ROAS and total attributed events across.
• Performance reporting for all campaign objectives, including Reach & Frequency, so you can see how upper-funnel awareness campaigns directly contribute to bottom-line conversions.

Attribution Analytics also helps advertisers see the true impact of TikTok beyond the last click by comparing conversion volume for various attribution windows, alongside a snapshot of the average length of the conversion journey.

Third-party optimization starting with Google Analytics

To drive performance results in the tools advertisers already trust, we've enabled seamless integration with third-party partners, starting with Google Analytics. This latest integration provides advertisers with more comprehensive signals to inform their campaign strategies and increase conversions from TikTok among those ready to take action.

These integrations not only lead to better reporting but also measurable performance improvements. Early testing shows that advertisers who saw performance improvement saw, on average, a 54% increase in conversions and 27% decrease in cost per action in Google Analytics results.¹

Advertisers who integrate with Google Analytics also gain additional reporting features to understand differences between TikTok and Google Analytics' reporting and diagnostics, helping them improve their tracking links. To get started, web advertisers with shopping campaigns must connect their Google Analytics 4 (GA4) account to their TikTok Ads Manager account.

About Attribution Analytics

Attribution Analytics consists of four powerful tools that enable brands to understand the actions people take after clicking or viewing their ads over a given period.

Assisted Conversion

Assisted Conversion, the newest feature in Attribution Analytics, provides increased cross-channel visibility on the path to purchase and TikTok's full impact on online sales. It works by identifying which channel people convert on when TikTok influences and assists the conversion, but TikTok is not the last-click channel.

Assisted Conversion shows that more than one in four TikTok-attributed conversions happen after a user views an ad and then navigates directly to the website to convert on the same day.² These TikTok-driven conversions are not captured by last-click attribution or credited to marketing.

Assisted Conversion is available in TikTok Ads Manager for all advertisers with a TikTok pixel. It leverages the pixel URL string (referral, UTM parameter) to determine how users navigate to a website to convert and identify the last-click channel.

Performance Comparison

Performance Comparison is a measurement tool that compares conversions across different attribution windows to help advertisers find an attribution strategy that works for their business. With Performance Comparison, you can:

• Analyze and compare the number of events reported under different attribution windows for your key events, like View Content, Add to Cart, Initiate Checkout, Purchase, etc., and the impact on KPIs like cost per acquisition.
• Visualize changes in click-through and view-through conversions, as well as CPA, across different combinations of click and view attribution windows.
• Gain insights beyond current attribution settings to determine future measurement strategy.

Time to Conversion

Time to Conversion gives advertisers the average time to conversion after the last ad interaction. This feature also shows the number of attributed events recorded each day after ad exposure. These insights help you understand the average time to conversion after a click or view, and complement your paid efforts with organic strategies and discounts.

Touchpoints to Conversion

Touchpoints to Conversions displays successful ad interaction paths leading to conversions, offering insights into which campaign paths drive the most value and whether there's synergy between campaigns. Once you select the events you're interested in, you can evaluate which campaigns drive the most value, observe how specific campaign combinations enhance business value, and understand the frequency of touchpoints required to drive conversions.

To read more about how TikTok views drive performance, click here.

Sources:

1. TikTok internal data, 2025
2. Based on internal analysis among Commerce Advertisers, Sept 2025

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.

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

What's new

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

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

Smart+ modular control

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

Smart+ Automatic Placement

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

Music Autofix

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

Expansion to Traffic objective

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

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

Set #2: Bringing stronger branding performance to TikTok Pulse

View+ for Pulse Core

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

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

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

One Asset Manager

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

Collage Carousel

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

Notes:

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

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

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

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

What's new in Symphony Creative Studio

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

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

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

Dreamina Seedance 2.0 available in Symphony Creative Studio

What this means for your brand

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

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

Built with responsibility at its core

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

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

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

Dreamina Seedance 2.0 in Symphony Creative Studio

Less fixing. More creating.

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

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

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

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

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

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

1. Setting new standards for brand reputation

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

Learn more in our Brand Reputation Playbook.

2. Building high-performing creator partnerships

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

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

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

3. Joining EASA to strengthen brand trust across Europe

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

Explore our approach to responsible advertising in Europe.

4. Enhancing transparency and proactive enforcement

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

Read the full report.

5. Strengthening age-appropriate experiences

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

Learn more about age-appropriate protections.

6. Raising the bar on privacy and data security

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

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

Learn more about our latest privacy and security initiatives.

Our commitment continues

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

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

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

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

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

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

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

What is the TikTok Pulse suite?

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

Pulse Premiere

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

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

Pulse Core

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

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

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

Pulse Mentions

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

Pulse Tastemakers

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

How Pulse amplifies impact across your media mix

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

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

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

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

Case studies

Discover how global brands have unlocked success with TikTok Pulse

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

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

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

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

Sources:

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

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