Did you miss the latest changes to TikTok? Wondering which new features are important to marketers?
In this article, we explore updates from TikTok that matter for marketers.
#1: TikTok Tools
TikTok AI-Powered Scripting Tool
Based on your inputs, the tool generates three unique scripts that contain a headline or hook, scripted lines for the voiceover, cues for how and when to appear on camera during the body of the video along with details for the accompanying on-screen images and text overlays, and a call to action.
The feature is available to all TikTok Creative Center desktop users with a TikTok for Business login.
TikTok Agency Hub
The new Agency Business Center Hub provides a creative solution to help agencies, consultants, marketers, and small- to medium-sized businesses create and manage TikTok campaigns. The hub contains case studies, tools, and guides for creating TikTok content that succeeds.
Our Take: If you have a client that’s resistant to using TikTok in their marketing mix, the different case studies that share how others from their industry are using the platform to do business can help you get their buy-in.
#2: TikTok Brand-Creator Partnerships
TikTok Creative Challenge
TikTok continues to make it easier for marketers to connect brands with influencers. The most recent feature to roll out is the in-app TikTok Creative Challenge.
This feature lets you detail a challenge brief to guide influencers in creation of content you’d like to use in ads on the For You page. You review and approve submissions as they come in.
Eligible creators can browse challenge briefs and submit videos for briefs that make sense for them. After their video is approved, the creator can view their video’s performance metrics and monthly earnings, which are based on the ad’s performance.
Creators must be at least 18 years old, have a minimum of 50K followers, and have a U.S.-based TikTok account.
TikTok Open Applications Campaigns
The new Open Applications ads are another way for brands to work with creators on the platform but the process works more like a job post.
On the brand side, you use Creative Marketplace to upload the details of your upcoming campaign such as what you want to sell, your budget, and so on. You can apply filters and add screening questions to narrow who applies based on audience demographics, follower count, location, brand affinity, relevant experience, and more. You can also invite specific creators to apply.
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Once the details are in Creative Marketplace, creators browse Application Campaigns and begin applying.
Our Take: Creator and influencer campaigns come with a lot of friction. You have to find the creator/influencer, vet them, reach out to gauge their interest in your brand or product, review their metrics, negotiate an agreement, and so on. The new Creative Challenge and Open Applications features remove a lot of that friction and make it easier for a brand to grow awareness and a presence on TikTok.
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#3: TikTok Ads
TikTok Privacy and Transparency Updates for Ads
If you target teenagers in your marketing, things just got more difficult. Beginning on July 7, 2023, the platform is restricting the types of data used to surface ads to teenagers in certain regions.
In the United States, users 13 to 15 years old won’t see personalized ads on TikTok that are based on off-TikTok behaviors.
In the United Kingdom, Switzerland, and the European Economic Area, users 13 to 17 years old won’t see personalized ads on TikTok based on their activities on or off of the platform.
#4: TikTok Shopping
Testing: Visual Search
The platform is testing visual search in select markets outside of the United States.
Users with access can upload a picture to TikTok’s search field, and then see content results that match or are similar to the image they uploaded.
Our Take: Many businesses advertise physical products on TikTok and the addition of visual search signals a deeper commitment to TikTok Shopping, which recently rolled out to Asian markets. Soon, TikTok users everywhere may be able to run a visual search to easily find out where they can buy something on TikTok, as well watch timely reviews or customer testimonials.
#5: TikTok Content Monetization
Having launched in June, Series lets marketers and creators put long-form content into Collections behind a paywall for up to $189.
A Series Collection can hold up to 80 videos and each video can be up to 20 minutes long.
Our Take: This feature will feel familiar to coaches and consultants who sell digital courses—the difference being that it’s content and will live on TikTok. Once your series is live on TikTok, you can use many of the platform’s tools and features to promote it, including TikTok ads.
TikTok Adds Subscriber-Only Videos to Perks for Live Subscription Holders
TikTok rolled out TikTok Live (its subscription model) a while ago so creators could monetize their presence through exclusive content such as badges, subscriber-only lives and chats, and custom emotes.
Now creators have another perk to offer their subscribers: subscriber-only videos.
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