Over a billion people worldwide turn to TikTok for entertainment, discovery, and creativity. Our community isn't just consuming, they're participating - shaping culture, giving life to trends and driving behaviors on-and-off the platform. Over the past five years, we've been building alongside our partners to give brands the opportunity to be part of this experience.

Today, at our 5th annual TikTok World product summit, we're introducing new business solutions with one goal in mind, to deliver business growth. We are building branding solutions that capture and keep attention, creative and AI-powered tools to make it easier to scale, search capabilities to boost performance and automation solutions to help businesses drive impact everywhere.

"TikTok is building solutions for every business objective and marketing strategy," states David Kaufman, Global Head of Product Operations and Solutions at TikTok. “We have been listening to our advertising partners and developed innovative products for each stage of the marketing funnel. TikTok is more than an entertainment platform, it's a growth partner unlike any other, where brands can turn attention into action that delivers business results."


@tiktoknewsroom #TikTokWorld2025 ♬ original sound - TikTok Newsroom


Unlock full-funnel growth with TikTok Market Scope

People are more likely to remember brands they see on TikTok while they're deciding what to wear, watch, buy, or where to travel. [1] As a fully immersive platform, TikTok users are not just paying attention, they're taking action. TikTok Market Scope, is a first-of-its-kind analytics platform that enables advertisers to identify, understand, and activate audiences across every stage of the funnel. With TikTok Market Scope, advertisers can see exactly what moves their audiences. To build on these insights, we're introducing Brand Consideration ads, a new mid-funnel buying solution that enables advertisers to move the right audiences from awareness to consideration.


Creative at Scale with TikTok One

TikTok One is our all-in-one TikTok creative platform that brings creators, tools, and agencies together seamlessly within one platform, and this year we're building on it with new solutions and capabilities. It's proven that business results start with good creative, with 41% of TikTok users saying that entertaining ads make the platform experience much better on TikTok. [2]

With the introduction of TikTok One Insight Spotlight, marketers can better understand the content their audiences are watching, and turn that insight into impact. Insight Spotlight uses first-party insights to help brands spot emerging trends their target audiences are engaging with, understand how they are interacting with trends, and measure how their brand ranks against competitors - allowing them to build strategies that make users stop, watch, and engage.

Now with TikTok One Content Suite, marketers can also easily find and access all user-generated videos mentioning their brand or products on TikTok and turn them into high-performing ads, in an instant. Content Suite is a searchable library of user-generated content that has been pre-vetted and ranked by ad potential. Compared to searching in the app, Content Suite surfaces over 40 times more relevant results that are impactful for a brand. [3]

We've also made it easy for marketers to connect with a wide range of vetted and trusted agency partners and creators, that know how to make TikTok-first content with Partner Exchange on TikTok One - our new name for TikTok Creative Exchange - and TikTok One Creator Marketplace, which is also now available to creators in 26 countries.


Discovery on TikTok starts with Search

On TikTok, people aren’t just scrolling, they’re searching. Billions of searches are happening on TikTok every day— up more than 40% from last year. [4] We built Search Ads Campaign to capitalize on this rapid growth. TikTok search ads are quickly becoming an essential way for brands to boost performance. Today, we're announcing Search Center, a new AI-powered platform within TikTok Ads Manager that makes buying search ads on TikTok simple and easy with new keyword suggestion tools, measuring capabilities, and creative tools.

With 1 in 4 TikTok users starting to search for something within the first 30 seconds of opening the app, search ads are quickly becoming an essential way for brands to boost performance. [5] Eventbrite added Search Ads Campaign into their TikTok media mix to reach audiences when they were actively searching for events and saw click-through rates increase by +66%, and overall CPAs decrease by -33%.


Unlock creativity and drive business results with TikTok's AI-powered solutions

Discovery on TikTok is transforming commerce, driving commerce everywhere for businesses of all sizes. Whether the goal is additional sales, leads or app installs, our automation technology plays a critical role in delivering real business impact. We are building AI-powered solutions that are making every dollar, creative and investment work harder for advertisers.

Today, we're sharing how we are scaling three powerful AI solutions TikTok Symphony, Smart+, and GMV Max to help brands work smarter, move faster, and drive greater returns.

  • We're bringing TikTok Symphony's functionalities into Smart+ to maximize the scale and impact of content in performance campaigns.
  • Bringing greater control to Smart+ - both over who advertisers can reach through account-level targeting and where their ads will appear with first party and third party brand safety tools.
  • We're combining the power of Smart+ with Catalog Ads allowing advertisers to integrate their catalogs and data connections to deliver always-on, personalized recommendations for new and existing shoppers with the scale of Smart+. Now advertisers across industries, including e-commerce, automotive, travel, and streaming services.
  • We're introducing Affiliate Creatives for Ads, a new solution that allows TikTok Shop merchants to turn creator content into even more sales by automatically using authorized affiliate content in their GMV Max campaigns.


And that's not all. We're investing in holistic measurement solutions with new Media Mix Modeling (MMM) badged TikTok Marketing partners to help marketers understand the impact of TikTok investment across media channels. We are also expanding TopView, our premium ad format that places your ad at the first view upon opening the app, with additional controls on delivery and new interactive add-ons that boost engagement.

TikTok isn't just a platform, it's an ecosystem that we're building alongside our community and our brand partners to convert creativity into unstoppable growth, turn attention into action, and drive real business results.

Learn more about our product solutions that help brands deliver key business results here.


Sources:

  1. Kantar's global LIFT+ (Cross Media) database 2019-2024, based on 1,018 global campaigns
  2. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast
  3. TikTok Data Science Internal analysis, April 2024
  4. TikTok Internal Data, Global 2025
  5. TikTok Internal Data, US users, June 2024