TikTok’s popularity among marketers is rapidly growing, with businesses worldwide utilizing the platform to advertise their brand and products. In 2023, more than 35,500 brands spent $3.8 billion advertising on TikTok (Marketing Brew). TikTok has emerged as a powerhouse platform, not just for entertainment but also as a dynamic space for brand promotion and engagement. Central to TikTok's success in facilitating brand growth is its innovative integration of artificial intelligence technologies.
From content recommendation and targeted advertising to creative enhancement tools and influencer partnerships, TikTok's AI capabilities offer a comprehensive suite of solutions tailored to elevate brand visibility, engagement, and ultimately, conversion rates on the platform. Just this year, TikTok has rolled out a number of new AI components to assist brands.
What are some of TikTok’s AI capabilities for brands?
TikTok Creative Assistant: Within the TikTok Creative Center, TikTok Creative Assistant is an AI-powered virtual assistant that provides recommendations to improve ad creative elements such as video duration, aspect ratio, and content style. The Creative Assistant leverages TikTok's AI algorithms to analyze historical performance data and identify trends, offering actionable suggestions to enhance ad effectiveness. This tool aims to empower advertisers to create more engaging and effective ads but ultimately brands are in control and have the option to use, discard, or edit the materials.
TikTok Symphony: TikTok Symphony is a new AI suite that combines human creativity and AI-powered technology to help brands scale content development and productivity on the app. Symphony helps with everything from writing scripts to generating videos using assets already uploaded to TikTok Ads Manager or based on product information. Additionally, it can help fix or optimize a brand's existing videos to make it stand out from competitors.
Avatars: One of the newest additions to the Symphony Creative Studio is avatars. There are a range of different avatars that brands can use in their content. They are highly customizable and human-like, fully generated by AI. Marketers can be modified by their appearance, style, and environment they are in. They can also read off scripts for content and can also translate these scripts into different languages.
Content creation is one of the biggest barriers to enter and compete in the TikTok game, whether that’s due to lack of resources or time to create engaging content. With these AI capabilities, TikTok does most of the work for you, and you still have a large amount of control over the content that is produced. AI can be daunting, but TikTok’s offerings put you in charge of how you want your creative to look, feel, and align with your brand completely.
Overall, TikTok’s AI capabilities offer significant advantages in content creation, audience engagement, trend analysis, advertising efficiency, and strategic insights, making it a valuable platform for brands looking to enhance their digital marketing efforts. There is much more to come for TikTok and AI, we are just seeing the first round of options available to brands.
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