• by Colin Kirkland , Yesterday

TikTok, which became popular among users and brands because of its powerful algorithm, is making an effort to bring more real-time data-driven insights to advertisers.

At TikTok's annual ad summit on Tuesday, the company announced new AI-powered ad and creator tools designed to help brands enhance their chances of reaching intended audiences with tailored campaigns.

By utilizing a data-driven AI approach to advertising, TikTok's global head of product solutions and operations David Kaufman assured brands attending the event of the company's full-funnel functionality – “from that first scroll to the final purchase.”

Which is the lens through which TikTok wants advertisers to view their new output, including “Insight Spotlight,” a tool that allows brands to plug in specific industries, viewing history, and user demographics in order to see which videos and keywords are being engaged with by a particular audience on the app.

The tool then automates suggestions for what kind of content a brand should produce to capture an audience's attention in real-time. For example, “produce video content focused on ‘hormonal health’ for female, English-speaking users.”

Insight Spotlight accompanies “Market Scope,” a tool TikTok began testing in select markets last month that tracks where users are in the funnel re: awareness, consideration, and conversion. The analytics dashboard was developed to help advertisers tweak campaigns based on where users are in their purchasing journey.

In addition, TikTok is rolling out “Brand Consideration Ads,” a tool that aids marketers in optimizing an ad when users reach the consideration phase.

TikTok also shared its plans to better help brands tap into the creator ecosystem via “Content Suite,” a tool that delivers marketers data on which user content has mentioned a brand, then allowing the brand to ask creators if they can create an ad from that content.

These updates accompany a host of recently launched features included in TikTok's Smart+ suite. In March, TikTok said that Smart+ campaigns received a 5.1x higher incremental ROAS and a 2.2x higher relative purchase lift compared to regular campaigns.