If a few days ago it was Amazon that announced a new tool for its sellers in the United States to easily create video ads from images, now it is the turn of the viral video social network par excellence.
However, TikTok has taken it to a new level.
During the Cannes Lions Festival, the social network announced a whole array of new tools focused on generative artificial intelligence, with the aim of optimizing content creation processes for brands, agencies, and creators. These initiatives aim to facilitate the production of narratives and advertising strategies within the platform.
These novelties are based on an evolution of TikTok Symphony, its generative AI tool suite. According to Andy Yang, Global Head of Creative and Brand Products, the objective is to “accelerate” creativity through technology, making content production more efficient and effective for the TikTok ecosystem.
The novelties in TikTok Symphony include functionalities designed to simplify the creation of visual and textual content, which will be available globally in the coming weeks and you can watch in this video:
@tiktoknewsroom GRWM to break down TikTok’s new AI tools for marketers: 1️⃣ Image to Video 2️⃣ Text to Video 3️⃣ Showcase Products See how brands can level up creative with just a few prompts. #TikTokSymphony ♬ original sound – TikTok Newsroom
This tool allows the conversion of static images, such as product photos or brand assets, into five-second video clips optimized for TikTok. Its purpose is to enable brands to quickly create multiple content variations or animate product catalogs with ease.
According to TikTok, the luxury eCommerce Yoox tested this tool by converting static product images into dynamic videos. The new creatives “significantly outperformed the brand’s standard images,” including a 15% reduction in the cost per add to cart.
Additionally, to expand the availability of its AI tools, TikTok announced the integration of Symphony Image to Video into Adobe Express. This will allow Adobe platform users to access content creation tools optimized for TikTok from their work environment.
Aimed at rapid draft creation, this function allows the generation of video clips from a simple text prompt. This facilitates advertisers in conceptualizing, testing, and iterating ideas without the need for initial visual resources.
According to TikTok, “text-to-video conversion is ideal for rapidly prototyping creative ideas, producing supplemental material, or filling in gaps between brand assets. Early feedback from marketing professionals highlights how the tool can accelerate production cycles, reduce reliance on shoot retakes, and open new avenues for experimentation.”
And finally, the most striking novelty.
This functionality integrates Symphony’s digital avatars to present products. It allows transforming static product images into five-second videos where digital avatars can hold, model clothing, or showcase applications, aiming for a more dynamic presentation.
TikTok’s digital avatars are not really a novelty, as they were announced last year, but from now on they will be integrated so that advertisers can easily obtain clips in which an artificially created person can present their products.
These avatars include stock avatars, created with paid actors and licensed for commercial use, but also customized avatars, designed to represent a creator or brand spokesperson with multilingual skills. Thus, creators can leverage their own image and create multilingual avatars to expand their global reach and brand collaborations.
@tiktoknewsroomIntroducing TikTok Symphony: our new Creative AI suite that blends human imagination with AI-powered efficiency to help marketers scale content development, creativity, and productivity on TikTok.♬ original sound – TikTok Newsroom
American Eagle, one of the first brands to use it, recorded a return on ad spend (ROAS) 60% higher compared to standard assets.
TikTok has indicated that content generated through Symphony will automatically be identified as AI-produced and will undergo security review processes.
Image: TikTok
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