Discover how TikTok is revolutionizing digital advertising with innovations focused on artificial intelligence and the evolution of purchasing behavior. This article explores the new features unveiled at TikTok World 2025, offering brands fresh approaches to targeting audiences and collaborating effectively with creators.
On the occasion of TikTok World 2025, the platform highlighted several major advances in its advertising arsenal. These new features are part of a clear strategy of optimization based on accurate data, intelligent automation and reinforced integration with creators. The challenge now is to maximize conversion while guaranteeing a fluid, engaging user experience. This panorama examines the innovations that must not be missed by industry professionals. digital marketing who want to combine performance and creativity on TikTok.
Understanding the buying cycle with Market Scope: an innovative decision-making tool for TikTok advertisers
At the heart of the advertising innovations presented at TikTok World 2025 lies the enhanced ability to analyze users' buying journey. With the launch of Market Scope, TikTok offers an advanced analytical solution designed to segment the audience according to the key stages of the conversion tunnel: awareness, consideration and conversion.
Traditionally, digital campaigns have struggled to accurately target consumers' purchase intent, often limited to vague demographic data. Market Scope changes all that, drawing on more than a dozen behavioral and contextual signals to pinpoint the crucial moment when a user moves from simple interest to genuine purchase intent.
In concrete terms, this tool can identify profiles in the consideration phase, which have a 14 to 16 times higher conversion rate than audiences in the awareness phase. This enables brands to focus their investments on those audiences most likely to interact positively with their campaigns, delivering increased returns.
Key features of Market Scope
- Multi-signal analysis for a complete diagnosis of purchasing behavior.
- Granulometric segmentation of audiences according to their phase in the customer journey.
- Intuitive dashboard for visualizing performance by stage of engagement.
- Dynamic recommendations to guide advertising strategy in real time.
To illustrate this progress, let's take the example of a cosmetics brand looking to boost its sales of anti-aging products. Thanks to Market Scope, the marketing team can precisely identify users who have already viewed several videos or posts related to the same product segment, and are therefore engaged in an active consideration phase. The campaign can then be optimized to specifically reach this qualified audience.
| Stage of the buying process | Marketing objective | Audience characteristics | Estimated conversion rate |
|---|---|---|---|
| Fame | Increase visibility | Users new to the brand | Low (1-2%) |
| Consideration | Generating interest and commitment | Users actively exploring | Medium (15-20%) |
| Conversion | Encourage purchase | Highly committed users ready to buy | High (50%+) |
This reshaped granularity in the advertising approach marks a significant step forward, enabling better alignment between advertising spend and returns, a recurring challenge in digital marketing.
To learn more about TikTok strategies and how they evolve, we recommend consulting the resources available at ValueYourNetwork TikTok strategies.
Brand Consideration Ads: targeting high-intent audiences on TikTok
The direct extension of the Market Scope tool is materialized in the deployment of the new Brand Consideration campaign objective. This advertising format capitalizes on behavioral data to reach users who have already shown an active interest.
Whereas traditional campaigns focused on awareness or gross conversion, Brand Consideration occupies a strategic position at the center of the customer journey. It provides precise targeting of profiles in the exploration and engagement phase, offering a formidable lever for building a deeper bond between brands and consumers.
Advantages of the Brand Consideration format
- Reduce media waste by avoiding less receptive audiences.
- Optimized engagement thanks to a better adapted but still disruptive message.
- Better conversion by bringing the customer closer to a well-considered purchase.
- Refined measurement of intention-related performance indicators.
For example, an automotive campaign can leverage Brand Consideration to more effectively target consumers who have already researched similar models or compared options, rather than investing solely in a broad, generalist audience. In this way, both click-through rates and ROI improve significantly.
| Type of TikTok advertising lens | Target audience | Time spent on the platform | Impact on conversion |
|---|---|---|---|
| Fame | Large audience | Low | Limited |
| Brand Consideration | Audiences engaged | Medium to high | High |
| Conversion | Audience ready to buy | Very high | Maximum |
The rise of Brand Consideration confirms the trend towards more targeted and analytical marketing than ever before. It perfectly complements other recent tools, such as the TikTok Creator Marketplace, now more transparent thanks to advanced features like TikTok One Insight Spotlight which identifies key trends.
TikTok One: a major development to facilitate brand-influencer partnerships
Collaborations with content creators are central to marketing success on TikTok. Aware of this reality, the platform has evolved its TikTok One program to streamline cooperation and offer advertisers greater control.
Two major new features were presented to accelerate the discovery of relevant talent and maximize the use of user-generated content:
- TikTok One Insight Spotlight: an enriched dashboard that detects the most trending keywords and hashtags, coupled with in-depth demographic data. These insights enable brands to better target campaigns and anticipate market movements.
- TikTok One Content Suite: a centralized library of user-generated content around a brand or product. This authentic repository is ideal for fueling advertising campaigns based on UGC (User Generated Content), promoting proximity and trust.
These innovations make influencer marketing campaigns quicker to activate, while offering greater transparency on what works best according to specific criteria.
Concrete benefits for advertisers
- Better identification of influencers in line with their objectives.
- Optimize creation by reusing validated authentic content.
- Reduce campaign time with intuitive, integrated tools.
- Rapid adaptation to emerging trends detected by Insight Spotlight.
For example, a fashion start-up can use TikTok One Content Suite to select spontaneous videos of users wearing its clothes, in order to promote them on a larger scale. At the same time, Insight Spotlight will help to understand whether a specific trend (such as a color or style) is gaining traction across different age categories.
For a complete deciphering of the influencer marketing in 2025, visit the dedicated section on ValueYourNetwork brings dual expertise in digital strategy and creative collaboration.
Search Center: a new era for targeted advertising in TikTok searches
The explosion of searches on TikTok appears to be a crucial trend in the platform's evolution: with annual growth of over 40 %, users are increasingly adopting the integrated search engine to discover products, tutorials or recommendations.
The recent launch of Search Center in TikTok Ads Manager allows fine-tuned exploitation of this dynamic. Advertisers can now target advertising within search results, a promising new advertising space.
Search Center features
- Automatically suggests relevant keywords in line with current trends.
- Provides measurement tools to accurately assess the impact of campaigns.
- Includes automated creation aids to quickly design ads adapted to the format of search results.
- Promotes ultra-personalized targeting based on search behavior.
This innovation is all the more strategic as TikTok is gradually establishing itself as a fully-fledged search engine for many users, competing with traditional platforms. The integration of Search Center demonstrates the platform's determination to compete in a highly competitive advertising sector, by offering a tool tailor-made to capture search intent.
| Criteria | Search Center features | Advantages for the advertiser |
|---|---|---|
| Keywords | Suggestions based on actual research | Better adaptation to market trends |
| Measurement | Conversion tracking and analysis | Optimizing advertising budgets |
| Creation | Templates and guides for adapted formats | Save time and improve ad quality |
| Target | Personalization according to search behavior | Reducing advertising waste |
By adopting this device, brands reinforce their presence at the key moment when the user expresses a need. This gives them a strategic position that can make all the difference in the face of increasing competition on digital platforms. To read more about the issues surrounding this tool, visit the social media news is a precious resource.
Symphony, Smart+ and GMV Max: artificial intelligence at the heart of TikTok advertising automation
TikTok is firmly committed to using artificial intelligence to automate and optimize the design, targeting and tracking of advertising campaigns. Three technological pillars were strengthened or introduced at TikTok World 2025:
- Symphony: an AI-assisted video generation platform that creates dynamic content tailored to different audiences and contexts. This approach favors rapid creation and large-scale personalization.
- Smart+: an advanced automation solution now incorporating more precise controls to direct campaigns according to context, timing and user behavior. It also includes Smart+ Catalog Ads, which enables personalized product recommendations to be pushed directly to consumers based on their specific interests.
- GMV Max: a new fine performance analysis tool that precisely measures the value generated by each ad, helping to steer campaigns with a high level of precision.
Artificial intelligence is thus becoming a key driver in the transformation of marketing processes, from the conceptual phase to the dissemination and evaluation of results.
Key figures and benefits of AI in TikTok advertising
| AI tool | Main feature | Impact on advertising | Application example |
|---|---|---|---|
| Symphony | Automated video creation | Reduce production time and costs | Customized video based on user data |
| Smart+ | Campaign optimization and recommendations | Fine-tuned targeting and higher conversion rates | Targeted advertising based on recent behavior |
| GMV Max | Detailed performance analysis | Continuous adjustment to maximize ROI | Real-time tracking of sales generated |
This degree of advanced automation offers a tangible competitive advantage over more static, less personalized ad formats. This development also confirms the general trend for social platforms to rely on sophisticated AI solutions, as shown elsewhere Meta with artificial intelligence control.
By integrating these innovations into their advertising strategy, brands now have a complete toolkit for creating, distributing and analyzing their campaigns on TikTok with efficiency and responsiveness. This transformation of the advertising landscape means that digital marketing players can approach 2025 with tools that are truly adapted to today's challenges.
ValueYourNetwork has been working with brands and influencers since 2016 to transform digital relationships into measurable successes. With hundreds of successful campaigns on all the major social networks, our cutting-edge expertise enables us to effectively connect creators and advertisers with a focus on impact and authenticity. Take advantage of our tailor-made solutions adapted to TikTok's innovations and optimize your campaigns, contact us today.