TikTok Tips & Takeaways for 2024

Last week I had the chance to attend the TikTok World conference in Manhattan, where we got a sneak peek at what’s in store for TikTok, including a host of new solutions and products that’ll both drive real business impact and help advertisers break through with audiences.

Phil Murphy

Here are some of the key takeaways from the conference that we’re most excited about…

Advantage+ Shopping Competitor

TikTok is set to introduce a competitor to Meta’s Advantage+ Shopping campaigns. This new addition will enhance the shopping experience on TikTok, making it easier for users to discover and purchase products directly through the app. The integration of shopping and social media is becoming more seamless, and TikTok is at the forefront of this trend.

Unified Lift Studies

Another exciting development is the introduction of unified lift studies, which combine brand lift and conversion lift metrics. It’s a significant step towards providing more comprehensive and actionable insights.

Rethinking Attribution

A recent study highlighted at the conference showed that last-click attribution undercounts TikTok’s contribution to revenue by a staggering 79% (source: https://www.tiktok.com/business/en-GB/blog/performance-101). This finding underscores the importance of rethinking how we measure the effectiveness of TikTok campaigns and recognizing the platform’s true impact on driving sales.

TikTok One: The New Creative Suite

TikTok is launching a new creative suite called TikTok One, which will bring together the Creator Marketplace, Creator Challenge, and TTCX under a single login. This unified platform will make it easier for advertisers to find and collaborate with creators, streamline campaign management, and enhance overall efficiency.

TikTok Symphony

One of the most impressive announcements was the AI Creative “Symphony” suite. This suite will help advertisers create and edit videos, write copy, and optimize assets using AI technology. It’s a powerful tool that promises to make the creative process more efficient and accessible, even for those with limited resources.

New Certification Program

TikTok has also opened a new certification program to all advertisers. It was exciting to see that Incubeta, a non-holding company partner, was included in the certification beta. This program aims to equip advertisers with the knowledge and skills needed to maximize their success on the platform. I was lucky enough to earn mine last week!

Full Steam Ahead

One of the most surreal and encouraging aspects of the conference was the complete absence of any mention of a potential ban. The focus was entirely on innovation and growth, reflecting TikTok’s confidence and commitment to moving forward.

The new features and developments announced are set to transform the advertising landscape on TikTok, offering brands unprecedented opportunities to connect with their audiences. It’s clear that TikTok is not just keeping up with the times but is actively shaping the future of digital marketing. We can’t wait to see how these innovations will unfold and the impact they will have on the industry.


Interested in TikTok? Take a look at why TikTok Shop Should Be On Your Radar to learn more about the latest that TikTok has to offer. 

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