Creativity is at the heart of TikTok for both users and advertisers alike. A recent study by Nielsenshowed that creative is the most significant driver of advertising effectiveness, accounting for nearly half (49%) of incremental sales.¹ Studies have also shown that regularly refreshing ad creative is one of the most reliable ways to increase ad performance.
- Performance campaigns benefit from utilizing 5-7 creative assets with a refresh frequency of at least once a week, leading to a 1.5x increase in return on ad spend (ROAS).²
- Brand campaigns that employ more than three creative assets, refreshed twice a week, achieve a 2.7x increase in brand association.²
Yet, maintaining this level of creative output can be challenging for marketers, especially those with limited time and resources. So what should they do?
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Announcing Symphony Creative Studio
We are excited to make Symphony Creative Studio available to all advertisers. Symphony Creative Studio is an AI-powered video-generation tool that can generate a video in minutes from minimal user input. With Symphony Creative Studio, turn your product information or URL into a video, add a digital avatar to narrate your video script, or localize your existing videos into new languages using translation and dubbing capabilities.
Part of TikTok’s Symphony creative AI suite, Symphony Creative Studio aims to support advertisers and content creators with free tools to make the creative production process easier and more efficient, bridging the gap between ideation and production.
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Symphony Creative Studio consists of several features that support various use cases:
Generate & Remix Videos
Transform your brand or product details into TikTok-ready content in minutes, perfect for businesses and marketers with limited resources.
Input the information and assets for your brand or product, or import them directly from a URL. Symphony Creative Studio generates a range of video options with unique layouts and scripts. These videos draw inspiration from TikTok’s top-performing content and incorporate licensed assets—videos, images, sounds, and avatars sourced from partners like Billo and Getty Images—all cleared for commercial use to help make your content TikTok-ready. Edit and fine-tune your videos before downloading them or exporting them directly to TikTok Ads Manager.
All content generated by Symphony Creative Studio is automatically labeled as “AI-generated” in the video output to enable creativity while giving viewers context about how content was made.
US drinkware brand Meoky harnessed the power of Generate & Remix Videos to innovate and test fresh ad creatives directly from their product URLs. Meoky effortlessly produced multiple new videos for their advertising campaigns by leveraging their product links. The results were remarkable; they achieved a 1.8x increase in purchases and a +13% boost in return on ad spend (ROAS).
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Avatar Videos
Bring content to life with Symphony Digital Avatars. These AI-driven avatars of real people add a personalized touch, enhancing and globalizing branded content through various gestures, expressions, nationalities, ages, and languages. Choose from:
- Stock Avatars: Pre-built avatars featuring licensed actors from diverse backgrounds speaking over 30 languages.
- Custom Avatars: Bespoke avatars that are tailor-made using Symphony Creative Studio’s Generate Avatar feature (see below).
To create avatar videos, select an avatar, input your script (with translation options), and choose a voice. Customize the avatar’s position, scale, and style shown in the video. Enhance your videos with music, stickers, and text options before downloading them or exporting them to TikTok Ads Manager.
To ensure brand uniformity and cost-effectiveness, telecommunication company Vodafonesuccessfully utilized stock avatars in their ongoing campaigns. Vodafone selected Stock Avatars that aligned with their brand identity and then collaborated with a TikTok Creative Exchange partner agency to tailor them to match their brand image and voice. The results were impressive:
- 45% lower cost per lead (CPL) than other channels’ branded assets in the Premium Segment Campaign.
- 4% lower CPL than other channels’ creator assets in the Mass Segment Campaign.
- 24% lower CPL than branded assets within TikTok in the Mass Segment Campaign.
Vietjet, a Vietnamese airline, stands out as one of the pioneering brands experimenting with Custom Avatars. They created a Custom Avatar of their brand ambassador for a multilingual campaign, aimed at both English-speaking and non-English-speaking audiences. This strategic move enhanced inclusivity, amplified the impact of their messages, and extended their global outreach.
Generate Avatar
Create custom avatars of your brand IP, spokesperson, or partner creator through a simple three-step process:
- Verify and consent: Users verify their identity and grant consent for likeness usage.
- Upload training videos: Upload two sets of videos featuring the individual to be transformed into an avatar.
- Manage access: Once processed (usually within one business day), users can manage access to their avatars, ensuring they are used only by authorized personnel.
To help ensure AI safety and transparency, we’ve built safeguards into Generate Avatars that protect the name, image, and likeness rights of avatar models:
- Custom avatars are created solely from approved footage with explicit consent.
- Access is limited to owners and authorized personnel only.
- All content generated by Symphony Creative Studio, including that featuring Custom Avatars, is marked as “AI-generated” for transparency.
- Any content featuring custom avatars requires prior approval from owners before public release.
Generate Avatar is exclusively available to select advertisers. To unlock this feature, please get in touch with your TikTok representative.
Translate & Dub Videos
Break down language barriers with this innovative translation tool that seamlessly translates your video’s original voiceover into multiple languages, helping to broaden its reach and impact.
Begin by uploading your original video and selecting target languages. Next, choose the voice by cloning the speaker’s tone or selecting from stock voices. We also offer lip-syncing to help match your on-screen mouth movements with the new script. Lastly, enhance your video with music, assets, stickers, and subtitles before downloading it or syncing it with TikTok Ads Manager.
Germany’s VOGGSMEDIA used the Translate & Dub Videos feature to translate top English content into Spanish, significantly expanding its reach and driving impressive results—doubling conversions and reducing CPA by 50%.
Video Editor
Use generative AI to optimize your existing content with TikTok-style elements that drive performance. Upload your assets and effortlessly enhance them with captions, avatars, scripts, music, stickers, effects, and transitions by selecting the specific element you want to add or apply.
For instance, to include captions, navigate to the ‘Captions’ tab and choose a language. Video Editor then seamlessly integrates captions into your video.
After editing, export your creation to TikTok Ads Manager for immediate deployment or download it directly to your computer. Downloaded videos contain watermarks indicating the presence of AI-generated content to ensure transparency.
Your Daily Video Generations
Symphony Creative Studio also offers Your Daily Video Generations, an innovative tool that provides daily, auto-generated video options tailored to your brand. The videos are customized for your brand and products based on your past activity in Symphony Creative Studio and best practices and insights from top-performing content on TikTok. Log in daily to explore the latest videos, select the ones that resonate with your campaign, and fine-tune them to meet your marketing goals.
More features coming soon!
We have several new features on the horizon designed to elevate your creative process further:
- Refresh Videos: Adjust variables in your existing videos or commercials, such as scripts, music, and hooks, creating fresh versions. This is perfect for combating creative fatigue and extending the lifespan of your existing videos.
- Generate TikTok Scripts: Simplify your ideation process by generating custom TikTok-style scripts tailored to your brand. Input your specifications to create a script, then transform your script ideas into dynamic videos.
Stay tuned for these innovative features to enhance your creative toolkit and drive engagement on TikTok.
Get started today
Symphony Creative Studio is now available to all logged-in TikTok for Business users. We are dedicated to iterating our product to meet the highest quality and usability standards. Your feedback is important to us, which is why we have integrated convenient real-time feedback channels into Symphony Creative Studio, allowing you to provide input as you create.
Experience the latest in video creation technology and elevate your marketing efforts today!
Sources:
- NCSolutions, Five Keys to Advertising Effectiveness, 2017 & 2023.
- TikTok Marketing Science, CPG Sales Lift Meta-Analysis, 2021-2022; NCS Benchmark for Total CPG: $1.11. Campaigns lasted approximately eight weeks.
This document is the property of TikTok Inc. and is intended solely for informational purposes. The recipient shall not distribute, exhibit or otherwise use this document for any other purpose. TikTok undertakes no obligation or responsibility to update any of the information contained in this document. Past performance does not guarantee or predict future performance.
Source – TikTok
