← Social Media Marketing Talk Show
Social Media Marketing Talk Show
TikTok Updates: Adobe Creative Assistant, Smart+ Ads Tools, Symphony Features, and More
00:15:33
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- [00:01]
Marissa Shadwick
Are you feeling overwhelmed trying to keep up with all the AI changes? Trust me, I know how it feels. The marketers who are truly thriving today with AI have discovered something really important. They're not doing it alone. At the AI Business Society, we've created a community where smart, curious marketers like you share discoveries, troubleshoot their challenges and celebrate breakthroughs together. Listen to what Marissa Shadwick had to say. Quote, I found my people. I love chatting about our experiences with AI and supporting each other on our journey towards the future. Unquote. Stop navigating the AI revolution by yourself. Join our community of innovators and let's grow together. Visit socialmediaexaminer.com AI to learn more.
- [00:56]
Jerry Potter
Welcome to the Social Media Marketing Talk show, your guide to the ever changing world of social media. On today's show, we are exploring some really important TikTok updates that marketers need to be aware of, including. One of the challenges with TikTok as a marketing platform in the beginning was how it was mostly top of funnel, right? Great for reach, but they're continuing to expand ways to go deeper with audiences. So we'll update you on that. Also, when it comes to marketing a product, the time it takes and the barriers to create content are disappearing thanks to generative AI. And TikTok is doing some really cool stuff with that. And I had a dream the other night about where we're headed with paid ads and I think this is probably across platforms where some days it's gonna be like, here's the audience I want, go get them. And AI will do all of the targeting and the creation, the creative, all that kind of stuff. And TikTok is moving toward that, it feels like. We'll update you on all of that right now. My name is Jerry Potter, host of the Social Media Marketing Talk Show, a production from Social Media Examiner. We break down all the latest social media news and what it means for marketers like you. Today I'm joined by Kenya Kelly. Kenya is a TikTok and Instagram Reels expert and runs a social media agency and is host of the if you create it podcast. Kenya, welcome to the show.
- [02:05]
Kenya Kelly
Thank you so much. So glad to be here.
- [02:07]
Jerry Potter
Yeah. So let's talk about first, just to mention this TikTok band that seems like it's been being Talked about for five years in the US they've now added another 3 3rd 90 day extension which will extend or there'll be no ban at least until September 17, 2025. Obviously we'll keep you posted on that, but that is the latest there. But let's dive into the live fan club. So one of the things with TikTok has always been sort of like, oh, it's so great for reach. And it's like, okay, then what? And you're one of the people who has obviously figured out ways to take people through a lot more of the funnel. But tell us about this TikTok live fan club feature that's rolling out.
- [02:40]
Kenya Kelly
So one of the things that happens on TikTok is, I mean, you have two different types of people that are there. You've got the content creators and you've got the business owners, those that are content creators, they are looking for ways to monetize. And one of the big ways of monetization is on the actual TikTok platform. And one of those features is the live Stream. And so TikTok has really been working on a lot of different monetization ways. It used to just be gifts, but now they have these, like private chats, they have subscriptions. And when someone is live and they're teaching or doing whatever it is they're doing in a live stream and a person has the ability to give them a heart and what they call it, I think you have to pay for it. And then once that happens, there is a feature that pops up for that person where they can become a part of the person's fan club. And depending upon what that creator has decided to do with the fan club, they could have private chats, they can have a subscription. There's all these different ways that the creator is monetizing, but it makes the person that is watching them a part of this club. So it reminds me like of a Patreon and a, like a YouTube membership or like, what do you, what do you call those? Super chats. But there is another level of, like, what can happen once somebody is in that fan club. Because when you're live on TikTok, you could have 100 people, 10,000 people, and the comments go so fast. But if they're able to go into this type of feature now you've got this private chats where the person who is live is able to answer those questions instead of just everybody listen to chat.
- [04:08]
Jerry Potter
Yeah. There's two things I love about this. One, I saw that if somebody joins your fan club, then they can get a notification every time you go live. So obviously you could build a really strong live audience. And I just keep thinking, you know, and you've told me so much about how powerful the live shopping stuff is.
- [04:24]
Kenya Kelly
Yeah.
- [04:24]
Jerry Potter
On Tik Tok. And so imagine if you were going live every day and selling your offers every single day. My family's been traveling this summer and I won't mention the airline, but we flew on one of those lower cost airlines where they charge for everything but the bathroom. And like, from a marketing standpoint, without fail, every eight minutes there was a flight attendant at the front of the plane again selling lottery tickets, alcohol, cattle, like so much stuff. And I'm like, oh my gosh, this is like TikTok live shopping avenue right here in the plane aisle. So I love that part of it. The other part I love about it too is, you know, some of us that have built businesses that are a little bit more advanced, we built communities and things off the social platforms right. In other places. And this removes the friction for businesses that have never gotten into this before and just kind of want to be able to build a little more community, maybe monetize a little bit more on the edge.
- [05:13]
Kenya Kelly
Yep, exactly.
- [05:14]
Jerry Potter
Yeah. Which is great. So, all right, things are obviously changing quick, especially with AI. And there's been some big AI updates with TikTok, which we'll tell you about here in just a second. Whether you're ready for the AI stuff or not, it's happening. If you've been feeling like you've been struggling to keep up, you definitely want to look at the AI Business Society. Expert led training, proven frameworks, and a supportive community that fast tracks your AI marketing skills. Social Media examiner was developing relationships with people in the AI marketing world before ChatGPT even took over the world a few years back. And those are the kind of people that you have access to in there and their trainings. Member Lisa Kandik calls it one of the best decisions I've made. The quality of training is the best I've experienced. Don't let yourself fall behind on AI. Get the practical strategies you need to confidently tackle your marketing challenges. And if you're ready to accelerate your AI journey, check out the AI Business Society right now at social media examiner.com AI business again social media examiner.com AIbusiness well, speaking of AI, TikTok made some big announcements about three powerful generative AI features. This is where AI will actually generate something for you sometimes based on what you give it, which is just beautiful when it goes well. And obviously it's been getting better and better. So what are these three features that they just announced that. And I think these are only on paid ads for now, but I think for you and I were like, bring it to Organic. But what are these updates? Kenya?
- [06:36]
Kenya Kelly
Yeah, so they've actually been working on it. They've been testing it. I've been seeing it through organic first, and now they're really, really, really pushing it with. With ads. And it's the ability to give an image and you're uploading it to TikTok for ads and it'll actually turn it into a video. So I saw one of the videos and it was just a perfume bottle, but when they put it in there, they made it seem like it was sitting on water and water was flowing. And it's just a really creative way for them to use AI to. To market themselves. Also, you've got the text of video, so now you can give it specific text and it will turn it into a video. So when we were looking at this together, I saw a girl who had her arm out and she had all these different swatches of her lipstick, and it looked like a real video. But all that happened was they put in there. You give me a video of a woman who has her arm and it's a swatch. I saw a young lady who was in a wheelchair and she was highlighting. I think it was a water bottle. And it literally looks like a real ad. But this is all from AI and it's a really, really cool way for businesses, brands and people to create content without, quote, unquote, the traditional way we create content.
- [07:43]
Jerry Potter
Yeah. That's interesting, the perfume example you gave, because I. We went and saw the new Mission Impossible movie. And before that there was this Timothee Chalamet cologne ad. And I've seen this quick one on tv, but it was like five minutes long. And I thought, oh, my gosh, they must have spent millions of dollars to create this on top of paying Timothee Chalamet. Right. And I just kept thinking, like, in six months, if not now. Well, let's say in six to 12 months, it'll probably be able to even put Timothee Chalamet in the ad. That's crazy. All just from an image. Okay, so we have the. We have the image to video, and then what's the next tool?
- [08:16]
Kenya Kelly
Yeah, so then you have the text to video, and that's the text to video I was referring to when it comes to the swatches and the. The girl. So you're able to just say it's kind of like what we do sometimes in chat, gbt. We will tell them, give me me coming out of a box and give an image of yourself. And it turned into an image. And so it's the exact same thing that happens with ads on TikTok. You're now able to tell AI similar to like a chat GPT, but you're telling TikTok, give me a video of this Kenya with her looking at a podcast. And there they're going to create this video. It feels like a real, real video of me doing a podcast.
- [08:52]
Jerry Potter
Yeah. That's so cool. Okay. And then the third one is the showcase products where it will basically add avatars to your products. Right. Is that kind of how that works? Okay.
- [09:01]
Kenya Kelly
Yes, I'm pretty sure. Yeah, yeah, yeah. Which is really cool. I think sometimes you've got companies that don't really have somebody that they don't want to hire a UGC creator or an influencer, and there's no one in their company who wants to be in their ads, you know, which is understandable. And now you're able to use AI to do it, which is, I think it's groundbreaking, to be quite honest.
- [09:20]
Jerry Potter
There was somebody I met at Social Media Marketing World this year and I started following him on Facebook and I don't know, it's probably a month ago now, but he posted this thing where it's like, here, look at this video clip. This woman is at Coachella. She's wearing this brand, she has this purse, she's got this on her shirt, she's holding this drink in her hand. And the whole thing is AI generated. Like it's just this AI generated influencer. And so it'll be interesting to see. I think, you know, the question will be, will people be okay if they know it's AI or, you know, there's obviously this ethical part about whether you point that out or not, you know.
- [09:54]
Kenya Kelly
Yeah, well, I know because I know with TikTok right now, if anything is AI, you have to click a button that says AI. Yeah, I think that majority of people will not be okay with it initially, but I think it's going to be a part of our, our world and our culture, which is why you got all these AI influencers popping up.
- [10:10]
Jerry Potter
Yeah, it'll be interesting to see because some people have said, you know, even just using Chat GPT, they'll say eventually it'll be just be like having a calculator or spell check on your computer and things like that, so.
- [10:19]
Kenya Kelly
Exactly.
- [10:19]
Jerry Potter
All right. Image to video is live for all Symphony users. Text to video and showcase products are in early access. So if you have a TikTok rep, you can request access to those and then some other AI driven marketing tools. So at TikTok World 25 they announced a suite of new tools for ads. One is TikTok market scope which the analytics platform which is now helping advertisers understand and activate audiences across all funnel stages including a new mid funnel brand consideration ad option. So again the ability to retarget and really meet people where they are on their customer journey. TikTok 1 enhancements include something called Insight Spotlight which is real time trend monitoring. The content suite which is a UGC library with 40 times more brand relevant content. They are expanding the partner Exchange Creator Marketplace in 26 countries. You know I haven't played with it on TikTok, but YouTube is my primary platform now and brands are like able to reach out directly and make proposals and things like that. So anything I think that removes that friction for marketers I think is great. Search center has launched within TikTok Ads Manager with AI driven keyword suggestions and different tools around that and then measurement and premium ad formats. They're rolling out this media mix modeling to where with certain partners you'll be able to align yourself with certain pieces of content and all kinds of different things. So it just keeps getting better and better and better. And this is what feels like where I've heard this more with Meta, but it feels like all the platforms it's going to get to the point where you can just say hey, I want to reach this type of person. Here's a picture of me. It sounds like now go make some ads and they'll deliver it to you. Yeah, right. Doesn't that kind of feel like where this is?
- [11:56]
Kenya Kelly
Yeah, for sure. Because if you look at TikTok, even though everybody knows TikTok is still a baby in terms of like the ads and the business and people, people actually trusting, you know, the ad platform there. And so just watching all of this kind of come about, I'm like TikTok is, they're really, really moving really fast with the enhancements to the platform, but also not just having great ads but things that other platforms just can't do or aren't doing right now I think they're really trying to do their, not like a takeover, but they're really trying to prove to the business world why people really need to be advertising on TikTok.
- [12:31]
Jerry Potter
Yeah, I think when we're talking about the paid ad world, right. There's a lot of us, you know, you and I, I'm sure both had a lot of conversations at places like Social Media Marketing World and other conferences where it's just like yeah, I Don't know. Paid ads is kind of scary. I want to do organic, obviously, but if you can make the math work in paid ads and all the friction is gone, like, oh, well, I don't how to film this, or I don't know how to do this or whatever. You know, all of us would run paid ads if we knew for every $5 we spent, we'd make $10 back. Right. Every company in the world. So it's interesting that you say that because it does feel like all the platforms, including not social media platforms, are racing to create these places where you can just go in and say, hey, here's what I want and it'll get it for you on Hulu and Disney plus and TikTok and, you know, everywhere else.
- [13:16]
Kenya Kelly
So, I mean, because if you think about it, most of us, like, the average person doesn't know what to do with ads. You have to hire an agency or somebody and they're trying to. I feel like they're not trying to hurt the agencies, but they're trying to help the bulk of people who just don't know what they're doing and making it easier for everybody.
- [13:32]
Jerry Potter
Yeah, well, and for our agency friends, there will always be people that still just don't want to go in 100% better. Like, just do this for me, please. You take the risk of losing the money, please. So that would be. Yeah, that would be great.
- [13:43]
Kenya Kelly
I'm like, I hire the agency, I'm like, I don't want to do it.
- [13:45]
Jerry Potter
Yeah, well. And then further along with this, they've now rolled out Smart plus, which is the advanced AI powered ad solution. So that rolled out this month. And this is automating, targeting, bidding, creative optimization across the campaign types, whether it's web, app, lead gen, catalog ads, all of this, which is of course going to speed up time along with potentially removing some of that friction like we talked about. So. And automation. So basically, once you set goals, budget, and supply creative assets, Smart plus will use TikTok Symphony to automatically select, generate, optimize ads in real time across targeting, bidding, and creative execution. It's so bizarre to think like you in the morning, you're like, all right, set that campaign. You go have a quick zoom call, you come back and you're like, okay, it's done. Look at that. That's. That's pretty cool. So they're adding more campaign versatility so you can now support multiple objectives. Traditional marketing is obviously, like, let's focus on one thing at a time. But the AI is smart enough to kind of take you through different things like that. The Smart plus web campaigns, you know, just some of the early numbers they said delivered advertisers. 71% of advertisers were enjoying a, you know, 10% uplift and 53% higher return on ad spend when optimizing for purchase value. So there's just a whole lot of stuff in there. If you are a TikTok ads person or if you work with somebody that is a TikTok ads person, there's a lot for you to jump in there and see what that's all about. And then a quick mention. TikTok announced a strategic partnership with a third party carbon emissions measurement platform called Scope 3, where basically if you are an advertiser, then you can go through and sort of counteract the carbon emission footprint of your ads. And I know in the AI space some people are worried about how much energy it takes and all that kind of stuff. So be interesting to see if the other companies kind of follow suit on that. All right, quick reminder, lots is happening with AI and if you want to be on top of this, learn about becoming an AI enhanced marketer, just go to social mediaexaminer.com aibusiness again social media examiner.com aibusiness and Kenya. Where's the best place to discover more about you?
- [15:50]
Kenya Kelly
Yes, you guys can actually listen to my podcast. It's called the if you created podcast but I'm also on YouTube, LinkedIn, Facebook, obviously TikTok and Instagram @ Kenya Kelly.
- [16:00]
Jerry Potter
Love it. That's such a great name for the show too, if you create it. Because that's the key, right? You got to start a couple other podcasts for you to check out. The Social Media Marketing Podcast and the AI explored Podcast. Until next time, may you be wise with your marketing decisions. Thanks everyone.
- [16:13]
Kenya Kelly
Bye.
- [16:14]
Jerry Potter
The Social Media Marketing Talk show is a Social Media examiner production. For more social media Insight, visit social mediaexaminer.com.
- [16:27]
Marissa Shadwick
Just a quick reminder before you go. If you're ready to become indispensable in the age of AI, the AI Business Society is your solution. Join now and secure your discounted membership by visiting social mediaexaminer.com AI I can't wait to see you inside the AI Business Society.