TikTok has introduced two new brand suitability controls: the TikTok Video Exclusion List and the TikTok Profile Feed Exclusion List, enhancing ad placement flexibility for advertisers. These tools allow brands to exclude specific video IDs and profile pages from their ads, ensuring alignment with their values. The TikTok Brand Safety & Suitability Playbook provides a comprehensive guide to these solutions, helping advertisers navigate their options effectively.
TikTok has reshaped product discovery and sales, with users following links to discover products, leading to notable online and offline conversions. New features include Smart+ Catalog Ads for automated campaigns, GMV Max for TikTok Shop advertising, and improved search functions. TikTok also offers AI tools for content creation. Brands can use these solutions to boost sales both online and in physical stores.
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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.
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.
