TikTok has announced a suite of new tools designed to empower advertisers to create more targeted and effective campaigns on the platform, introduced at the company’s annual advertiser summit on June 3rd.
A significant new tool is Insight Spotlight, which provides advertisers with detailed data on how their target audiences are engaging with the platform. Within Insight Spotlight, advertisers can meticulously sort users by demographics and industry, allowing them to see precisely what kinds of videos resonate with specific groups and identify keywords associated with popular content within those segments.
Insight Spotlight incorporates AI to generate content suggestions for advertisers. For instance, TikTok provided an example where the AI recommended a brand “produce video content focused on ‘hormonal health’ for female, English-speaking users” and suggested including a specific keyword to enhance discoverability. Another capability within Insight Spotlight is its ability to analyze viewing history to pinpoint emerging content trends, giving brands an early look at what topics are gaining traction.
These new tools reflect TikTok’s growing role as a search engine for many users, with the company stating that a quarter of users initiate a search within 30 seconds of opening the app. Reflecting this behavior, brands can now purchase ad space directly on TikTok search results pages, capitalizing on user intent.
Another key addition is the Content Suite, designed to simplify the process of leveraging user-generated content (UGC) for advertising purposes. Content Suite aggregates vetted user videos that specifically mention a brand, allowing advertisers to easily browse through relevant UGC within a single interface and request permission directly through the platform to repurpose these videos as advertisements.
This centralized process bypasses the previous method of brands having to manually locate videos and negotiate usage rights with creators through external channels. Content Suite integrates this crucial step directly into the TikTok ecosystem, making it more efficient for brands to harness authentic user endorsements.
Collectively, these new tools signal a move towards a more sophisticated and data-driven advertising landscape on TikTok. By providing advertisers with granular insights, AI-powered recommendations, and streamlined access to user-generated content, TikTok is enabling brands to create campaigns that are more tailored, timely, and likely to resonate with specific audiences on the platform.
