Social Media Marketing Talk Show: TikTok Updates - Desktop Changes, Creator Marketplace Sunset, Ads, and More

Released on March 10, 2025

In this insightful episode of the Social Media Marketing Talk Show, host Jerry Potter engages in a comprehensive discussion with Kenya Kelly, an Instagram and TikTok expert, about the latest updates on TikTok. The conversation delves into significant changes affecting marketers, brands, and creators on the platform. Below is a detailed summary of the key topics covered, enriched with notable quotes and timestamps for reference.

1. TikTok Desktop User Experience Enhancements

(02:17 - 03:16)

Kenya Kelly begins by highlighting TikTok's strides in enhancing its desktop interface. Previously limited and cumbersome, the desktop experience has become more seamless and feature-rich, mirroring the mobile app's functionality.

Kenya Kelly (02:17): "Now when you log onto the TikTok desktop, you're going to see the format in a modular layout. It feels very similar to looking at TikTok on your phone, except now you have quite the view."

She explains the introduction of a "floating video" feature, allowing users to watch videos in a small window while navigating other content. Additionally, desktop users can now access tools like scheduling and music integration, previously exclusive to the mobile app.

Kenya Kelly (02:17): "You're able to use a bunch of different features now on TikTok that you couldn't before, like scheduling and music."

2. Sunsetting of Creator Marketplace and Introduction of TikTok 1

(04:47 - 06:28)

The conversation shifts to the phasing out of TikTok's Creator Marketplace, rebranded as TikTok 1. This transition aims to streamline collaborations between brands, creators, and agencies, enhancing transparency and efficiency.

Kenya Kelly (04:47): "It's a really robust experience for whether it is creators or brands wanting to work with agencies."

Kenya outlines how TikTok 1 facilitates campaign management by allowing brands to post campaign briefs and budgets, enabling creators to submit proposals directly. This system simplifies the selection process, ensuring brands collaborate with trusted creators through agency partnerships.

Kenya Kelly (04:47): "They're partnering with agencies... making it super easy for a company to run a campaign and run an ad campaign without having to do so much of the legwork."

Jerry Potter emphasizes the enhanced transparency this brings, reducing challenges like verifying follower authenticity.

Jerry Potter (06:28): "I love the transparency between brands and creators. Now, that's huge."

3. Expansion of TikTok Live Shopping

(06:28 - 09:05)

TikTok is broadening its Live Shopping feature beyond initial markets, recently adding Mexico, Germany, France, Japan, Brazil, and Italy. This expansion presents lucrative opportunities for marketers and local businesses to engage directly with consumers through live streams.

Jerry Potter (06:28): "TikTok is expanding live stream shopping even further... it's likely going to be everywhere eventually."

Kenya compares this feature to traditional platforms like QVC but notes TikTok's unique interactive elements, such as real-time inventory updates and flash sales.

Kenya Kelly (07:02): "It's like TikTok Live center... watching live streams... it's a super easy experience."

However, she cautions about the potential risks from the consumer side, where reduced friction in purchasing could lead to impulsive buying behaviors.

Kenya Kelly (07:47): "From the consumer side, it feels dangerous because they've removed so much friction to purchase."

4. TikTok Local Initiative

(09:48 - 10:03)

Addressing the challenges faced by local businesses on a global platform, TikTok is launching the TikTok Local initiative. This program aims to connect local businesses with nearby creators to foster community engagement and targeted marketing.

Kenya Kelly (10:03): "They are expanding it to where they're connecting with different users to help local businesses."

Through this initiative, creators can partner with local businesses to promote products and services, offering discount codes and vouchers to drive in-store traffic.

Kenya Kelly (11:06): "Now they've got a literal local initiative to help with the issue that they were having."

5. Partnerships with Third-Party Tools for Enhanced Ads Management

(11:38 - 12:10)

TikTok is collaborating with several third-party marketing tools such as Sprout Social, Hootsuite, and Sprinklr to enhance its advertising capabilities. These partnerships enable brands to access advanced analytics, scheduling, and specialized features, simplifying campaign management.

Kenya Kelly (11:38): "They are literally becoming like... their preferred partner that you have access to analytics and not just scheduling."

Jerry Potter appreciates the integration, noting how unified tools streamline marketing efforts.

Jerry Potter (12:10): "The more we could do in one tool the better."

6. Introduction of TikTok Auto Ads for the Automotive Industry

(12:45 - 15:24)

One of the standout updates is TikTok's venture into the automotive sector with TikTok Auto Ads. This feature allows automotive dealers to create detailed ads showcasing their inventory with real-time data, including VIN numbers and availability status. The goal is to facilitate direct vehicle purchases through the platform.

Kenya Kelly (13:11): "They are introducing TikTok Auto Ads... showing the inventory of the actual dealers and dealerships per VIN number."

Kenya envisions this as a game-changer for car sales, integrating automated creative generation tools to produce professional video ads effortlessly. This innovation parallels platforms like eBay Auto, signaling TikTok's commitment to industry-specific solutions.

Kenya Kelly (15:10): "This is not something that we have experienced on any social media platform. This is gonna change so much in a good way."

Jerry adds that such advancements not only enhance user experience but also open significant revenue streams for TikTok.

Jerry Potter (15:10): "All of this AI stuff always starts where the money is, right? And there's a lot of money in auto sales."

7. Upcoming Social Media Marketing World 2025

(03:44 - 16:23)

Throughout the episode, Jerry Potter intermittently promotes the upcoming Social Media Marketing World 2025 conference in San Diego, emphasizing its value for marketers to learn from experts, network, and stay ahead of trends. Kenya Kelly is slated to speak at the event, presenting strategies to elevate brands on TikTok.

Jerry Potter (03:44): "Social Media Marketing World... three reasons why... discover emerging trends and shifts in user behavior before all of your competitors do."

Kenya also shares her availability at the conference and provides information on how listeners can connect with her across various platforms.

Kenya Kelly (15:46): "I'll definitely be there teaching TikTok on day two... you can find me on YouTube, Instagram, TikTok at Kenya Kelly."

Conclusion

This episode offers a deep dive into TikTok's evolving landscape, highlighting significant platform updates that present both opportunities and challenges for marketers and brands. From enhanced desktop features and streamlined creator collaborations to innovative advertising solutions in the automotive sector, TikTok continues to expand its functionality beyond traditional social media interactions. Additionally, initiatives like Live Shopping and TikTok Local demonstrate the platform's commitment to fostering direct consumer engagement and supporting local businesses.

For marketers seeking to leverage these new tools and features, staying informed and adapting strategies accordingly will be crucial to maintaining a competitive edge in the dynamic world of social media marketing.

For more insights and the latest updates in social media marketing, visit SocialMediaExaminer.com/liveshow.