Podcast Summary: Social Media Marketing Talk Show

Episode: TikTok Updates: Trends Insights, New Ads, Attribution Enhancements, and More

Date: October 13, 2025
Host: Jerry Potter (with guest Kenya Kelly)
Produced By: Social Media Examiner

Overview

In this episode, Jerry Potter and guest Kenya Kelly break down the latest TikTok updates that every marketer should know. The conversation focuses on new AI-powered trend insights, ad automation features, enhanced analytics, attribution tools, and updates for digital courses and sales via TikTok. With practical perspectives and data, the hosts help marketers understand how to stay ahead in the fast-changing TikTok landscape.

Key Discussion Points & Insights

1. AI-Powered Trend Insights for Creators

[02:09–09:05]

• TikTok’s new analytics tools use AI to suggest trending topics, keywords, and related video ideas specifically connected to content you've already posted.
• Marketers can quickly identify emerging trends relevant to their niche or audience and react faster with TikTok’s “Create” button embedded in analytics, making trend-jumping near-instant.
  • “Sometimes these last minute things that we create can turn into incredible pieces of content for our business, simply because we've removed that barrier of perfectionism.” — Jerry Potter [04:04]
• Practical Takeaway: Don’t stress over catching every trend. Instead, focus mainly on your regular content, but use TikTok’s insights for spontaneous, high-potential content.

Kenya Kelly’s Perspective

[09:05–11:19]

• Kenya describes how TikTok now notifies creators when something they’ve covered before is trending, helping them jump in while momentum builds.
  • “If I was creating something in some type of niche or some type of topic, it's alerting me of what's trending right now… as a creator, I feel like they're wanting me to create content about that.” — Kenya Kelly [09:36]
• She treats breaking news almost like journalism: quickly posting informative takes when big industry events happen (e.g., presidential commentary on TikTok, new feature launches).

2. TikTok Ads: Smart Plus Automation & New Categories

[06:38–08:58]

• Smart Plus Ads introduce fully automated campaign optimization for marketers, designed to increase ROI and minimize manual effort.
  • Includes automated controls over audience, bidding, placements, creative, and reporting—and uses generative AI to optimize low-performing campaigns immediately.
• Enhanced Reporting:
  • Now offers real-time app analytics and advanced bidding (e.g., target ROAS, cost cap).
  • Integration with Google Analytics for better conversion attribution.
    • “Early testing… showed a 54% increase in conversions and a 27% decrease in cost per action for advertisers.” — Jerry Potter [08:42]
• Travel Industry Focus: Smart Plus Travel Ads support hotels, flights, & destinations, dynamically generating personalized creatives from catalog data.
  • TikTok claims 66% of users cite the platform for travel inspiration, and users are 2.6x more likely to book after searching on TikTok.

3. Attribution & Analytics Upgrades

[08:58–09:05]

• GMV Max Platform now includes a Creative Hub—tracks which creators/creatives drive sales so marketers can quickly optimize campaigns.
• Full support for third-party optimization, including Google Analytics integration—a major step for tracking ROI across platforms.

4. TikTok Digital Courses—Opportunities & Frustrations

[11:19–13:28]

• Digital Courses are being rolled out platform-wide: Creators can now sell courses directly on TikTok, even via Livestream.
  • Good for creators who want a speedy funnel to monetization.
  • The maximum price per course currently: $100.
• Revenue Split Issues:
  • Google takes 30% (app store fee), then TikTok takes 50% of the remainder, leaving creators with just 35% of the original sale price.
    • “If my product is $100, Google takes 30. Now we have 70 left. TikTok is going to take half of the 70.” — Kenya Kelly [12:27]
    • “Oh my gosh.” — Jerry Potter [12:34]
  • Kenya predicts TikTok will lower its commission eventually, referencing the relatively lower cut for TikTok Shop (physical products).

Comparison with TikTok Shop

• TikTok Shop primarily serves physical product sellers and takes a lower cut.
• Courses require use of TikTok’s Service Plus tool; content is hosted and accessed natively, similar to platforms like Kajabi or Teachable.

5. Expanded Marketing Partner Program & Certification

[13:29–14:01]

• New Shop Ads Focus: TikTok expands its marketing partners program with added certification for marketers/partners working in shop ads.
  • New “Marketing Technology” badge offered.

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |-----------|---------|-------| | [04:04] | Jerry Potter | “Sometimes these last minute things that we create can turn into incredible pieces of content for our business, simply because we've removed that barrier of perfectionism.” | | [09:36] | Kenya Kelly | “If I was creating something in some type of niche or some type of topic, it's alerting me of what's trending right now or what other people are creating… as a creator, I feel like they're wanting me to create content about that…” | | [12:27] | Kenya Kelly | “If my product is $100, Google takes 30. Now we have 70 left. TikTok is going to take half of the 70.” | | [12:34] | Jerry Potter | “Oh, my gosh.” | | [08:42] | Jerry Potter | “Early testing… showed a 54% increase in conversions and a 27% decrease in cost per action for advertisers.” |

Additional Practical Advice

• Jump on relevant trends without sacrificing quality: Use trend notifications as inspiration for timely content, but keep consistent with your brand's core messaging.
• Track campaign performance holistically: Take advantage of TikTok’s new attribution tools and Google Analytics integration for better decision-making.
• Consider costs and margins before launching digital courses via TikTok: The current revenue split is steep—revisit as the program matures.

Important Timestamps

• [02:09] — TikTok AI trend insights and creator tools update
• [06:38] — Smart Plus Ads and campaign automation features
• [08:40] — Attribution enhancement and Google Analytics integration
• [09:36] — Kenya Kelly on real-world notifications and trend-jumping workflow
• [11:19] — TikTok Live and digital courses update (including revenue split discussion)
• [13:29] — Marketing partners program expansion and certification focus

Final Thoughts

This episode offers a comprehensive, marketer-focused analysis of TikTok's fall 2025 updates, especially around automation, analytics, and new monetization features. The candid discussion, particularly around the realities of TikTok’s course revenue split, provides listeners both strategic direction and practical caution as they plan their next moves on the platform.