• by Colin Kirkland , November 15, 2024

TikTok is expanding its suite of AI-powered marketing tools with the “Symphony Creative Studio,” an automated video-generation tool that ad partners can use to create videos “in minutes” from product information or a URL.

“Symphony Creative Studio aims to support advertisers and content creators with free tools to make the creative production process easier and more efficient, bridging the gap between ideation and production,” the company said in a recent statement.

To use the AI-powered video studio, advertisers will input their information and assets for their brand or product or directly import them from a URL into the prompt. From there, the studio will generate a range of video options with various layouts and scripts that advertisers can choose from.

TikTok says that the generated videos “draw inspiration from TikTok’s top-performing content and incorporate licensed assets” like videos, images, and sound sourced from certified partners like Billo and Getty Images cleared for commercial use.

The studio will also allow advertisers to add a digital avatar, narrate their video script, or localize their existing videos into new languages using translation and dubbing capabilities to help target and reach new markets.

The new product builds off of the company's recent AI-powered launches, includingSmart+, which automates the performance ad process across targeting, bidding and creative, as well as the Symphony Ad Suite';s range of generative-AI tools, which falls in line with competitors' updates across the social media landscape.

Overall, with its Creative Studio, TikTok is trying to help more advertisers feel confident about their creative output on the platform, citing a recent study by Nielsen that names creative as the most significant driver of ad effectiveness, accounting for nearly half of incremental sales on social platforms.

In fact, Nielsen reports that performance campaigns benefit from utilizing 5-7 creative assets with a refresh frequency of at least once a week, leading to a 1.5x increase in ROAS, while brand campaigns that employ more than three creative assets, refreshed twice a week, receive a 2.7x increase in brand association.>