The new Smart+ tool aims to simplify campaign management and attract more advertisers.
TikTok recently introduced Smart+, an AI-powered advertising management system that aims to simplify campaign management within the platform. This new tool delivers a complete AI solution for creating and optimizing adstrying to attract investors who may have been hesitant about the platform until now.
The system, officially launched on October 7, aims to compete with similar tools developed by Meta and Google. Thanks to Smart+, advertisers can rely on artificial intelligence for the entire management process, from content creation to targeting and optimization. However, Smart+ it also offers the ability to select and use only some of the features available, maintaining a certain degree of control over specific aspects of the campaigns.
More efficient advertising campaigns
Smart+ stands out for its ability to quickly generate results. TikTok’s AI has been trained to optimize ad campaigns, ensuring efficiency and reducing the time and resources needed for traditional A/B testing. TikTok claims that Smart+ can improve the return on investment (ROI) of your campaigns by up to 53%highlighting the success of brands like Ray-Ban, which saw a significant increase in conversions and a reduction in acquisition costs during the testing phase.
Thanks to the flexibility of Smart+, TikTok tries to overcome one of the main critical issues of automated management tools: the perception of one lack of control by advertisers. The platform seeks to mitigate these concerns by providing the ability to decide how much to rely on automation, thus offering a middle ground between human control and AI efficiency.
Become a strategic business partner
The introduction of Smart+ marks an important step for TikTok towards consolidation as a reliable and competitive advertising platform: the goal is to position yourself as a strategic business partneroffering tools that allow brands to improve the performance of their advertising campaigns quickly and measurably. Additionally, TikTok also introduced GMV Max, a tool that uses artificial intelligence to optimize merchant sales by tracking the performance of ads, organic content, and affiliate posts across the platform.
Thanks to these innovations, TikTok aims to be more than an entertainment platform, becoming a place where users not only discover new products, but also purchase them. And as companies mimic some of the mechanics (like Twitch with its new app), this change in focus could help TikTok become an increasingly strong competitor against Meta and Googlewith the aim of establishing itself in the advertising market and consolidating itself as a key ally for brands seeking to reach a younger and more dynamic audience.
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