TikTok has shared it latest tools and updates built to help brands grow. These updates are bundled into four sets, including new ways to boost brands' presence, streamline creative production, unlock richer audience insights, and drive mid-funnel performance.

Set #1: Standardising how brands and agencies set up and operate on TikTok

Registered Business Accounts are now available

• Connect your TikTok profile to an actual business to unlock organic features, including link in bio, lead generation, geo-targeting, and multi-user access. Registration also enables safeguards such as age-gating and geo-fencing to reduce the risk of content limitations or distribution issues.

Clearer credit for agency-managed ad spend.

• With client approval, agencies can formally designate themselves as the buying agency on ad accounts, ensuring clearer attribution, accurate credit for managed spend, and eligibility for relevant incentive programs.

Set #2: Fuelling creative supply with marketing partners and automation

Partner Exchange is now on TikTok One with a redesigned brief for more control

• TikTok Creative Exchange has been renamed to TikTok Partner Exchange and is now available in TikTok One. This update brings partner discovery, briefing, and production into a single place, so you can work directly with TikTok-approved creative partners on campaign content. The partner brief has also been upgraded, giving you more control over how projects are defined, including clearer requirements and creator preferences.

Creative for Smart+ featuring Auto-select for App campaigns

• Creative for Smart+ brings automation to the creative process, making it easier to manage, select, and scale top-performing assets. Auto-select, currently available for Smart+ App campaigns, scans your existing ads and eligible creator content from TikTok One to recommend high-performing creatives aligned with your brand goals. Advertisers still retain control by setting eligibility rules and restrictions, while selection and delivery are handled for you.

Set #3: Discovering more ways to grow your business with TikTok Market Scope

Expanded insights are now available

• TikTok Market Scope, a full-funnel analytics platform, has introduced three updates to help brands better understand campaign performance. Commerce brands can view TikTok Shop and website funnels side by side for a complete picture of the purchase journey. Theatrical advertisers can access title-level funnel data to track awareness, consideration and ticketing for individual films. And telco brands can use a new Industry Analysis module to see how audiences migrate between providers over time.  

Set #4: Strengthening performance in the mid-funnel

Brand Consideration now optimises for intent and view-through rate

• Brand Consideration, a campaign objective in TikTok Ads Manager, now optimises for both intent and attention, balancing cost per consideration with six-second view-through rate to help advertisers reach more high-quality, high-intent audiences. Brand Consideration is currently available in the USA and requires onboarding to TikTok Market Scope. 

Traffic campaigns can now factor in consideration signals

• With this update, advertisers can activate a new toggle that enables optimisation for cost per consideration and cost per new buyer, targeting individuals who haven't purchased from your brand within the past 180 days. Together, these updates help advertisers move beyond clicks to drive stronger engagement and mid-funnel performance. 

For more information, visit tiktok.com.