5th June, 2025
3min Read
Author: Hannah
TikTok recently unveiled a new suite of tools at its annual World Summit on June 3rd. These features are designed to help brands take advantage of the platform’s growing role as a search engine and a source of shopping inspiration. The latest updates give advertisers better insights into what audiences are searching for and how to show up where it matters most.
Insight Spotlight allows brands to explore trending content by demographic and industry. Marketers can now see what potential customers are watching in real time and the keywords they are engaging with. This allows for more targeted, data-driven campaigns that better align with current viewer interests.
Like most other platforms, TikTok is also leaning further into AI. Its new tools can now suggest content ideas based on trending search behaviour, including recommended formats and the best-performing keywords, to improve visibility in TikTok’s search results.
Another major upgrade is the Content Suite, which acts as a built-in social listening tool. It helps brands keep track of when influencers mention their products or services. This is helpful for monitoring existing influencer campaigns or highlighting opportunities to make those connections, or in other words, spotting organic influencer marketing opportunities.
If accounts with a decent following are already talking about your brand in some way, without an existing partnership, imagine the possibilities if you reach out! Brands can easily find relevant content, request permission to use it, and repurpose that user-generated content, all without leaving the ‘TikTok ecosystem.’
TikTok is a real hybrid between a social media platform and a search engine, in a way that’s quite unlike anything else out there. Even Pinterest, which is a very ‘purchase forward’ platform, doesn’t quite compare.
These new tools could help brands stay competitive in the murky waters of TikTok’s algorithm. The platform is flooded with content, from polished ads and AI-generated videos to unlabelled promotions and occasionally misleading brand collaborations.
To make the most of TikTok, brands should treat it as a search-first platform, tailored for discovery and conversion. Yes, it can be fast-paced and a bit tricky to navigate, but that’s also what makes it so powerful. Many users come to TikTok in a purchase-ready mindset, actively searching for product reviews, “top 10” lists, and comparison videos.
For retailers, especially, TikTok presents a huge opportunity. So don’t be intimidated—lean in, learn the strategies, and make the platform work for your business.
Want to know more or need help with your TikTok advertising? Get in touch, we’d love to have a chat!
