This surge in search activity has also led to the implementation of Search Ads Campaigns, enhancing ad management for brands.

Among the new tools is the 'TikTok One Content Suite', which allows marketers to access user-generated content related to their brand for potential advertising use.

Additionally, the 'Market Scope' analytics tool tracks over 12 signals to identify high-intent audiences, potentially increasing conversion rates significantly.

TikTok is also expanding its measurement solutions to help brands assess their advertising effectiveness across various media channels.

With these updates, TikTok continues to position itself as a comprehensive ecosystem for brands, aiming to achieve tangible business results.

The new features are designed to help brands optimize their content similarly to search engine optimization (SEO), aligning with organic user interests on the platform.

In response to a significant 40% increase in daily searches on the app, TikTok introduced the AI-powered Search Center to simplify search ad buying.

For example, brands can receive AI-generated suggestions to create targeted content, such as videos focused on niche topics like 'hormonal health' for specific demographics.

David Kaufman, TikTok's Global Head of Product Operations and Solutions, emphasized the platform's role as a growth partner for brands, developing products tailored for every stage of the marketing funnel.

On June 3, 2025, TikTok unveiled a suite of new advertising tools during its annual summit, aimed at enhancing content personalization for brands.

This announcement was made at TikTok's fifth annual product summit, TikTok World '25, which focused on driving business growth through AI, creativity, and community engagement.

Another key feature, the 'Insight Spotlight', provides advertisers with detailed insights into user demographics, industry trends, and popular video content.