In 2025, creator platforms like YouTube, TikTok, and Instagram are expected to surpass traditional media, including TV networks, news companies, and radio, in ad revenue for the very first time, capturing more than half of the market.

TikTok launched Ad Assistant, an AI-powered tool that guides advertisers through campaign setup, optimization, and reporting—all within the Ads Manager platform.

TikTok unveiled the TikTok One Content Suite, a centralized hub where brands can view and filter UGC that mentions them. Brands can request creator permission to boost posts as ads.

TikTok launched TikTok for Artists, an all-in-one music insights platform. Artists, their teams, and labels can now access a suite of data and tools to better understand and grow their presence on the platform.

TikTok officially announced Manage Topics, which first surfaced last fall in the US. Users can customize the type of content they see on their For You Feed, choosing from over 10 options including Creative Arts, Travel, Nature, and Sports.

TikTok launched an AI chatbot called Seller Assistant for TikTok Shop.

TikTok added SoundCloud to its Add to Music App feature.

TED introduced TED Shorts, a new short-form video experience within its mobile app.

TikTok introduced a new creative tool called AI Alive.

TikTok announced new accessibility features.

TikTok expanded TikTok Pulse, its contextual advertising solution.

TikTok is updating its direct message settings. Soon, users can choose to receive message requests from both their followers (“Potential Connections”) and people they don’t follow (“Others”).