As one of the world’s leading short video platforms, TikTok now engages over 1 billion active users every day. But users aren’t just passively scrolling—they’re actively creating, shaping trends, and influencing purchase decisions both online and offline. Over the past five years, TikTok has been working alongside brands to co-create a more interactive marketing ecosystem—one where businesses become part of the community and culture.
At the fifth annual TikTok World product summit, the platform unveiled a series of new business solutions designed to help brands achieve greater results across every stage of the marketing funnel—from building awareness and driving engagement to boosting conversions.
TikTok One Upgraded: Scaling Creative Efficiency
TikTok One is an all-in-one creative platform that brings together creators, AI-powered tools, and agency partners. This year, TikTok has further enhanced the platform to help brands produce high-quality content faster and more effectively, all tailored for TikTok’s unique style.
📌 Insight Spotlight: Leveraging first-party data, this feature helps brands understand the content their audiences are watching, identify emerging trends, analyze interaction patterns, and benchmark their brand performance—enabling more impactful creative strategies.
📌 Content Suite: Brands can quickly search and access user-generated videos on TikTok that are relevant to their products or brand. This curated UGC library is optimized for ad potential and delivers results up to 40x more efficiently than in-app search.
📌 Partner Exchange & Creator Marketplace: Through TikTok One, brands can connect with verified creative agencies and local content creators to produce native, high-performing “TikTok-first” ads. This global solution now supports collaboration across 26 countries and regions.
Smarter Search, Better Performance: AI-Powered TikTok Search
User behavior on TikTok continues to evolve. Today, many users actively search for products, services, and brand information—making search a key part of the TikTok experience. In fact, TikTok’s daily search volume has grown over 40% year-over-year, with 1 in 4 users initiating a search within the first 30 seconds of opening the app.
To help brands capture this intent-driven behavior, TikTok introduced Search Ads Campaign, enabling precise ad placements when users are actively looking for relevant content.
In addition, the new AI-powered Search Center, now integrated into TikTok Ads Manager, offers keyword suggestions, performance tracking, and creative tools—making it easier for marketers to launch effective search campaigns.
Unlocking Advertising Potential with AI to Drive Business Growth
TikTok is doubling down on its AI capabilities to help brands improve conversion rates, optimize ad spend, and boost ROI. In 2025, the platform is focusing on three key areas of innovation:
✅ TikTok Symphony: This AI-driven creative generation tool is now integrated into Smart+, allowing brands to scale high-performing content for performance-driven campaigns.
✅ Smart+: A smart optimization engine that supports audience targeting at the account level, enhanced brand safety controls, and seamless integration with Catalog Ads for personalized, automated product recommendations.
✅ Affiliate Creatives for Ads: TikTok Shop merchants can now authorize creator content to be used automatically in GMV Max campaigns—unlocking even more sales potential through affiliate ads.
These AI-powered tools are already being leveraged across industries such as e-commerce, automotive, travel, mobile apps, and streaming services—empowering brands to achieve more with fewer resources.
Measurable Impact & Premium Visibility: Maximizing Ad Effectiveness
Beyond creative and delivery tools, TikTok continues to enhance its measurement ecosystem. The platform is actively collaborating with third-party providers certified in Media Mix Modeling (MMM) to help brands better understand TikTok’s impact within the broader media landscape.
At the same time, TikTok’s premium ad placement TopView has been upgraded with new interactive features and enhanced delivery settings—allowing brands to make a powerful first impression the moment users open the app.
Summary
TikTok is more than just a short video platform—it’s a dynamic, ever-evolving creative ecosystem.
As we look ahead, TikTok remains committed to partnering with brands to transform creativity into real business growth, turning attention into action and building a more impactful future for digital marketing.
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Source
TikTok World ’25: Driving Full-Funnel Growth with AI, Creativity, and Community, TikTok
