TikTok is enhancing its media mix modeling (MMM) capabilities to provide better insights for campaigns. MMM measures marketing impact and optimizes budgets as the industry shifts to privacy-first solutions. Key updates include an open beta API for automated data access and earned data integration. This method helps understand TikTok's role in customer journeys, revealing its ROI is often underestimated. Brands are encouraged to adopt MMM for better ad performance insights.
TikTok Shop is enhancing seller flexibility based on feedback. New features include customizable aftersales processes, PO Box exclusions for delivery, and tailored cancellation and return windows. Sellers can automate aftersales requests, extend handling times, and mark certain fashion items as final sale to minimize returns. These updates aim to improve the overall selling experience on TikTok Shop.
TikTok has launched the open beta of its Organic API, designed to help businesses and creators leverage organic content for paid media. It includes five APIs: Accounts API for video publishing and insights, Discovery API for trending data, Mentions API for tracking mentions, TikTok One API for collaborating with creators, and Spark Ads Recommendation API for optimizing ad spend. These tools enhance engagement and drive growth.
TikTok launched Automotive Ads to enhance vehicle marketing and drive sales through catalog-based advertising. The two main formats are Video + Product Card, which combines video with shoppable recommendations, and Multi-link Carousel Card, linking catalog images to unique URLs. Inventory Ads for dealerships provide automated creative and lower acquisition costs, while Model Ads for manufacturers simplify catalog setup.
Markifact is a no-code marketing automation platform that lets users create AI-driven workflows for automating marketing tasks. Users can trigger workflows, connect apps, and track performance through a visual interface. The platform offers pre-built templates, integrates with various marketing tools, and supports team collaboration.
TikTok Shop has launched the Most Loved badge to highlight exceptional products based on high ratings, low return rates, timely shipping, and great customer service. This badge helps shoppers make informed choices by showcasing items favored by previous buyers across various categories. While the badge indicates popular products, items without it can still be good finds. Customers are encouraged to rate their purchases to help others.
TikTok has announced new privacy and security enhancements, including TikTok Facts and The TikTok Privacy Studio for education, and a Global Privacy Center for transparency. In Europe, Project Clover partners with NCC Group for data security, while the U.S. Data Security program collaborates with HaystackID and OnDefend. TikTok implements C2PA's Content Credentials for AI content labeling and has awarded over $2 million to security researchers through HackerOne.
TikTok has launched its 2025 marketing calendar to help marketing teams maximize seasonal opportunities. It features key cultural moments from Valentine's Day to Black Friday, offering a planner for brands to align with important dates. The calendar includes tools and advice for prioritizing marketing strategies, with tailored versions for North America, Europe, and the Middle East. Users can download their specific calendar by filling out a registration form.
TikTok has been banned in the U.S. due to a federal law, with users receiving notifications and the app no longer available in app stores. TikTok suggests this may be temporary, as President-elect Trump indicated he would work on a solution. The law requires TikTok's owner, ByteDance, to sell the app or face a ban over surveillance concerns. Trump may grant a 90-day reprieve, while alternative apps are gaining users.
The revamped Video Editor in TikTok Ads Manager uses generative AI to simplify video editing for campaign managers. It includes features like digital avatars, auto-captions, and AI-generated soundtracks for quick adjustments. The tool facilitates localization with translations and voiceovers, combats creative fatigue by refreshing ads, and adds personalization with diverse avatars. Users can access it through the 'Tools' tab in TikTok Ads Manager.
