TikTok users are increasingly searching actively within the app. Brands are now receiving better tools to respond to this. During the TikTok World event, the platform announced new features such as the AI Search Center, aimed at helping advertisers grow.
AI Search Center
An important component is the new AI Search Center, which allows advertisers to purchase search ads more easily. With smart keyword suggestions, creative tools, and measurement capabilities, this feature aligns with user behavior. One in four users starts searching within 30 seconds of opening the app.
Better brand activation through insight into behavior
TikTok also introduced the TikTok Market Scope analysis platform. This provides brands with insights into the entire marketing journey, from awareness to conversion. The new ad format, Brand Consideration Ads, also responds to behaviors such as searching, engaging, and sharing, helping brands to stimulate consideration.
With TikTok One Insight Spotlight, marketers gain a better understanding of which content works. The new Content Suite helps transform relevant user videos into advertising content. According to TikTok, this yields forty times more relevant results than manual searches within the app.
Scalable AI tools and secure placement
TikTok is scaling up three existing AI tools: Symphony, Smart+, and GMV Max. These enhance the effectiveness of performance campaigns. At the same time, new brand safety measures ensure better placements. The well-known ad format TopView, which displays ads as soon as the app is opened, is being further expanded. With Media Mix Modeling badges, partners can demonstrate what TikTok contributes to other media channels.
Expected growth despite uncertainty
Despite uncertainty in the US, a 24.5% increase in advertising revenue to $32.4 billion is expected by 2025. TikTok continues to invest in features that give advertisers more control over their reach and results.