From Tube Girl to #BookTok, TikTok has emerged as a global entertainment platform where over 1 billion people come to enjoy content that surprises, informs, educates and entertains them. Over the past four years, advertisers have proven to be core to the TikTok experience and propelled their brands into the centre of culture and entertainment by listening and being a part of the TikTok community.

Coming out of this year's third annual #ForYou Summit, we are introducing new business solutions that are coming to Canada. These innovative solutions will help brands chart new territories on TikTok with a suite of Creative AI tools, Performance and Measurement solutions and enhancements to high impact Branding placements. TikTok gives brands the opportunity to be at the forefront of culture and connect with audiences that are fully engaged and sound-on, in ways they can't anywhere else. We've had the opportunity to listen, learn and build with the most creative marketers across the industry, and we're excited to embark on this next stage of our journey by continuing to innovate our advertising products to deliver the best experience to brands, creators and our entire TikTok community.

“TikTok's mission since day one is to inspire creativity and bring joy. We're committed to investing in tools that enable brands to reach audiences at scale, and drive meaningful impact in creative ways," says Erinn Piller, Head of Global Business Marketing at TikTok Canada. "We're thrilled to be welcoming advertisers back to our third annual #ForYou Summit to highlight our continued commitment to building innovative solutions that enable them to participate successfully in the joy and creativity of TikTok."


Return on Creative

When brands lean into TikTok-first content that strikes a chord and resonates with their community, it captures attention and drives engagement. Research has proven that creating TikTok-first ads boosts purchase intent by +37% and brand favourability by +38% (1) and 79% of TikTok users show a preference for brands that demonstrate a clear understanding of how to create content specifically for the platform (2).

To help brands streamline and scale the creative process, we are introducing two new solutions:

  • TikTok One: A centralized destination for marketers to access our creative tools. Brands will be able to tap into this one-stop-shop to access TikTok creators, production partners, and insights, including TikTok Creator Marketplace and TikTok Creative Challenge. With TikTok One, advertisers will be able to access nearly 2 million creators, discover top agency partners and leverage our creative tools to implement and scale successful TikTok campaigns — all with a single log-in.
  • TikTok Symphony: Our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok. With Symphony, everything from writing a script to producing a video and optimizing assets is simple and efficient — fueling real results with a new paradigm of creativity. We are supercharging productivity to help brands create at scale. We are building for the future of creative and are inviting brands to come test and learn with us as we look to simplify and empower creative that breaks through.
@tiktoknewsroom

No matter what kind of campaign you're building, it should start with great content 🎥. Introducing TikTok One, a one-stop shop with all the resources you need to elevate your creative game. We're building for the future of creative and are excited to bring it to more brands later this year.

♬ original sound - TikTok Newsroom
@tiktoknewsroom

Introducing TikTok Symphony: our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok.

♬ original sound - TikTok Newsroom


Where Entertainment and Discovery Meets Performance

People come to TikTok to learn new topics and discover products and trends, taking real action as a result of this experience. For example, 61% of users have made a purchase either directly on TikTok or after seeing an ad (3), 69% of Canadians on TikTok research travel locations, experiences or other activities (4), and 42% of Canadian users even research cars because of TikTok content they have seen (5).

To help advertisers meet users wherever they are on their purchase journey, and turn discovery into measureable action, we are introducing new performance automation and measurement solutions:

  • Performance Automation: Through predictive AI and machine learning, our new performance solutions maximize business outcomes for advertisers, whether that's driving more sales, leads, or app installs. Advertisers will be able to input the necessary assets, budget, and goals and TikTok's predictive automation solutions will select the best creative asset, choose the right audience, and put the best ad in front of the right customer at the right time, based on the advertiser's objectives.
  • Unified Lift: A new tool that measures the performance of your TikTok campaigns across the entire decision journey--empowering advertisers to confidently maximize the results of their investments on TikTok. Unified Lift combines the power of Brand Lift Studies and Conversion Lift Studies to give businesses a comprehensive view of their total TikTok campaigns' impact.

Learn more about our new Performance Innovations.


Building Entertaining Brand Moments

With a highly engaged global community on TikTok, brands have an enormous opportunity to create a memorable and entertaining experience for their communities. To help tap into the full entertainment experience and engage with their audiences, we are introducing:

  • Interactive Add-Ons for TopView: We have added new Interactive Add-Ons for TopView, like ShakeSurprise, Superlike and CountdownSticker, allowing advertisers to add pop-out elements and countdown stickers to boost brand engagement and encourage interaction.
  • Duet with Branded Mission: Enabling brands to tap further into the TikTok community's native behaviors, Duet with Branded Mission enables brands to invite TikTok creators to Duet with their Branded Mission videos to help increase engagement and participation from audiences across the platform.
  • Pulse Premiere: Empowering brands to appear next to the most relevant and culturally-impactful content that has a highly primed audience, we're excited to announce the expansion of Pulse Premiere to Canada. Our Canadian partner joining the program is Bell Media, which will enable clients to buy adjacency next to Bell Media's TikTok Content. Earlier this year, the NHL®️ joined on as a Pulse Premiere partner in the US, and adjacency to their TikTok content is available in Canada.

Check out our Branding Ad Solutions and how global brands are utilizing our tools.


Fueling the TikTok Advertising Ecosystem

To help brands find the right partner to fuel their TikTok campaigns, we are launching our TikTok Media Buying Certification program. This global Certification empowers digital marketers to prove and showcase their skills in TikTok advertising and strengthens the network of trusted TikTok partners for advertisers.

We are continuously working to provide our partners with simplified and effective solutions so we can succeed and grow together and connect with communities. We look forward to continuing supporting businesses of all sizes create entertainment that drives impact.

  1. TikTok Marketing Science Creative Coding Analysis based on 3,500 TikTok ads that ran from 1/1/2021 - 10/1/2021 representing all major verticals, conducted by Kantar, 2022
  2. TikTok Marketing Science Global Creative First Study 2022 conducted by Ipsos
  3. TikTok Marketing Science Global Shopping Ads Product Research Study 2022, conducted by Material
  4. TikTok Marketing Science CA TikTok Made Me "Blank" It Research 2022, conducted by Marketcast
  5. TikTok Marketing Science CA TikTok Made Me "Blank" It Research 2022, conducted by Marketcast