In recent years, especially in 2023, entertainment has changed radically and thus the behavior of users. They now see that they not only have more power, but also more options and freedom than ever before.
This has led to them forming very large user communities on a global level, to join forces and define the new culture and impact on the world. That is why it is essential to adapt to the dynamics that groups have on platforms, especially on TikTok. And marketing must be aware of this reality and influence it in an innovative way.
Blake ChandleePresident of Global Business Solutions on TikTok explains: “Entertainment has changed radically. Consumers have more choices than ever and they are turning to entertainment to discover things across all dimensions. If brands want to break through on TikTok, they need to go beyond occasional displays of creative courage and integrate it into their everyday behaviors and strategies. At this year’s Cannes Lions, we’re encouraging marketers to embrace vulnerability and push creative boundaries, exploring how new creative tools powered by technology will enable them to scale their creativity while growing their bottom line.”
New tools
With the aim of fostering creativity and brand experimentation, the platform has developed a range of tools and solutions Help brands build those connections with the community.
From bringing your brand personalities to life through the power of music, to collaborating with creators to tell their stories TikTok One and take advantage of the creative tools of Symphony AI to maximize your creativity.
- Symphony Creative Studio is an AI-based video generator. It helps accelerate content creation with features enabled for this technology and generates platform-adapted videos with just a few instructions.
- Symphony Assistant is an AI assistant that helps creative advertisers easily implement their campaigns.
- Symphony Ads Manager Integration is a TikTok Ads Manager integration that contributes to the creative process to automatically generate, correct, and optimize ads for better performance.
- Symphony digital avatars They are representations of real people, generated by AI, that bring your content to life. Created using licensed images of real people and the company’s advanced AI technology, the avatars feature a wide variety of physical movements, facial expressions, languages, and speech.
- Symphony AI Dubbing is a translation tool that helps creators and brands connect with global audiences and make their messages more inclusive and impactful.
- Industry Advisory Council is an advisory board that helps facilitate important discussions around the development and use of AI in creative marketing. The board is comprised of a wide range of content creators and thought leaders to provide insight into TikTok’s AI marketing solutions and discuss the broader industry.
- Adobe Express– Expanded partnership with Adobe, which now becomes a creative marketing partner on TikTok. The company’s commercial music library is integrated into Adobe Express, giving brands seamless access to over a million popular and trending songs directly within the tool to quickly create, review, and publish impactful content.
The importance of makers
Thanks to the new tools and the care of the platform's creators, a greater diversity so that they stand out and connect with their audience.
These developments are focused on participation, a great niche for brands to collaborate creating real connections with the community. The data speaks for itself, and according to official statements from the Chinese social network, “marketers are seeing creators drive real business results for their brands, with 58% of users saying they are more likely to trust brands after learning about them from creators.”