At its fifth annual TikTok World event, TikTok announced a broad slate of new advertising tools and platform updates aimed at enhancing campaign targeting, creator collaboration, and in-app search visibility. The updates reflect TikTok’s continued push to expand its value proposition to marketers amid rising competition in the short-form video space.
A central focus of the event was the rollout of Market Scope, a new analytics tool that segments users by where they fall in the purchasing journey – awareness, consideration, or conversion. According to TikTok, “Market Scope tracks 12+ signals to identify your Consideration audience who are 14–16x more likely to convert than those in the awareness stage.”
Building on this, the platform introduced Brand Consideration Ads, a campaign objective aimed specifically at engaging mid-funnel users. These ads use Market Scope data to target users who are already exhibiting engagement behaviors.
TikTok also expanded its TikTok One creator marketing suite. The new Insight Spotlight dashboard offers trend data – like popular hashtags and keywords – with demographic insights to help brands find better-aligned creator partners. Additionally, a Content Suite will enable marketers to locate user-generated videos mentioning their brand, which can be repurposed for ads.
In terms of commerce and search, TikTok debuted Search Center, an AI-powered search ad platform that includes keyword tools and analytics. With search activity up 40% year-over-year, TikTok is positioning itself more directly as a product discovery engine. Lastly, the company detailed updates to its existing AI tools Symphony and Smart+, including new automation features, personalized product ads, and advanced measurement tools to improve campaign performance.
All of these features are individual pieces of the larger ad structure that Tiktok has been shifting towards, as well as its proliferation of AI tools. Given Tiktok’s considerable audience and active attempts to push further not eCommerce in western markets, this overhaul of key ad systems could be the push the platform needs to further its own success.
