TikTok’s announced some new AI-powered elements for its TikTok Symphony brand creation platform, including updated text-to-video creation, image-to-video animation, and more.
First off, TikTok’s rolling out its own version of text-to-video, which will generate AI video using TikTok’s own AI tools.
As you can see in this example, now, TikTok can generate platform-specific styled video content based on text prompts, which could provide another option for your TikTok efforts.
As explained by TikTok:
“Now, with just a short and simple text prompt, Symphony Text to Video makes it easy for marketers to instantly bring an idea to life without the need for visuals, enabling advertisers to rapidly generate, test, and iterate concepts before full production begins. Text to Video is also a quick and easy way for marketers to create multiple campaign concepts, test a range of creative executions or customize content at scale.”
The fact that this content is more aligned to TikTok style could be a big bonus, providing more ways to create content specifically designed for the app, based on existing, trending content.
TikTok’s also adding a new image-to-video creation option, which will turn your still image assets into video updates.
“Adding an image and short text prompt creates five-second, TikTok-first clips that can be stitched together to produce engaging ads that connect brands with their TikTok community.”
Both of these options are similar to Google’s Veo tools, and Meta’s in-development text-to-video option, providing more ways to build video assets. And over time, these generated video clips are also looking more and more realistic.
So now, you have even fewer excuses for avoiding TikTok content, because you can create video from any still image asset that you have, which TikTok can then use in your ads and promotions.
Finally, TikTok’s also rolling out “Symphony Showcase Products,” which will have TikTok’s AI avatars present your products for you in generated video clips.
I’m less convinced of this one, but TikTok has seen big success with virtual avatars in other markets, and it could be another consideration for your video clips.
To create your own video avatar promotion, you’ll upload an image, then select an avatar type (as you can see in the left of the above example). TikTok will then generate a five-second video clip of that character talking about your product.
At launch, TikTok’s offering three options for these clips:
Holding products: Create videos with an avatar holding any product an advertiser wants to feature.
Clothing: Create a video with an avatar trying on and modeling an item of clothing.
App: Create videos with an avatar holding a phone showcasing the app of their choice.
Yeah, I don’t, most of the current avatar clips I see in the app look poorly lip syched, with stiff, robotic characters, but maybe, as the technology evolves, this will become a more viable option, and you may well find that these initial examples suit your needs within longer video clips.
Some additional considerations either way, which may be worth experimenting with in your TikTok ads process.
On another front, TikTok’s also announced new integrations with Adobe Express and WPP Open, which will bring Symphony functions to users of these platforms.
“We’re expanding our partnership with Adobe to bring access to Symphony Image to Video directly within Adobe Express, Adobe’s go-to tool for social content creation and collaboration. With this update, Adobe is enabling brands, small business owners and creators alike to create TikTok-first content within the Adobe Express app on desktop, allowing their clients to breathe new life into existing brand content and embrace new creative formats.”
WPP Open users will also gain access to TikTok Symphony elements, including Symphony AI Dubbing, Generate & Remix videos and Symphony Digital Avatars.
Some significant updates, which will provide more considerations for your TikTok marketing approach.