7 TikTok Ad Features Marketers Can't Afford to Ignore in 2025

TikTok continues to evolve as a marketing powerhouse, providing advertisers with innovative tools and features to drive growth. Despite ongoing regulatory scrutiny, the platform’s expansive reach and creative possibilities make it an invaluable resource for brands. Regulation pending, here are seven TikTok features you should explore in 2025 to optimize your marketing campaigns and stay ahead of the curve.

1. TikTok Creator Marketplace

The Creator Marketplace is a feature that connects brands with TikTok creators for seamless collaborations. It enables advertisers to discover influencers that align with their target audience and campaign objectives, simplifying the process of creating content that resonates. 

Advertisers gain access to a vast pool of creators across various niches and demographics, enhancing content relevance and boosting engagement. Note: the success of campaigns hinges on the creators’ ability to deliver high-quality, impactful assets.

2. Search Ads Campaigns

TikTok’s new Search Ads introduce the ability to target users with keyword-based ads directly in search results. This feature allows advertisers to connect with high-intent users who are actively searching for content, serving ads during critical decision-making moments. 

While effective for targeting engaged audiences, this approach may not perform as well for campaigns aimed at passive users since ads are only shown when users search for relevant content.

3. TikTok Symphony: Creative AI Suite

Symphony Creative Studio is an AI-powered tool designed to streamline video creation. With features such as AI-driven avatars, video translation, automated video generation, and a robust video editor, Symphony allows marketers to refresh content quickly and frequently while maintaining brand consistency. 

This tool is particularly valuable for brands facing creative resource limitations, enabling them to produce engaging content that boosts campaign performance. However, generative AI requires careful oversight to ensure accuracy and compliance with platform guidelines.

4. Interactive Add-Ons

Interactive Add-Ons for TikTok In-Feed Ads offer enhanced engagement through popups, stickers, and gestures that capture viewers’ attention in a full-screen, sound-on format. 

These elements have been shown to boost engagement significantly, with users who interact with brand videos being 150% more likely to make a purchase. While they are limited to In-Feed Ads and may restrict creative flexibility due to format requirements, Interactive Add-Ons are a powerful tool for driving interaction and conversions.

5. Creative Exchange

Creative Exchange connects brands with TikTok-native creative professionals, including video producers and influencers, to produce ads tailored for the platform’s unique format. 

This collaboration simplifies the ad creation process and ensures campaigns are designed to resonate with TikTok’s audience. Creative Exchange serves as an additional source for high-performing assets, helping advertisers keep their campaigns fresh and effective. Currently available globally for managed accounts, eligibility requires coordination with a TikTok representative or agency rep.

6. Unified Lift Tool

The Unified Lift Tool combines TikTok’s Brand and Conversion Lift studies into a single performance measurement system. It provides a comprehensive view of campaign impact, offering precise insights and actionable strategies to optimize advertising efforts. 

This tool enables advertisers to maximize their ROI and refine targeting and creative strategies based on robust performance metrics. Since Unified Lift is still rolling out, advertisers will need to work with their TikTok rep to access and implement it.

7. Spark Ads

Spark Ads are a native ad format that boosts organic posts while retaining all engagement from the original content. Brands can use their own posts or promote content created by others (with permission), ensuring seamless integration with TikTok’s native environment. 

Spark Ads enhance brand building by amplifying visibility and driving higher engagement through features like Duet and Stitch, making them an excellent tool for improving ROI. However, success depends on high-quality organic content and obtaining creator permissions, which can increase costs and setup complexity.

TikTok continues to innovate, offering marketers an ever-growing arsenal of features to enhance their campaigns. Whether you’re leveraging AI tools for creative production, targeting high-intent users with Search Ads, or collaborating with creators, these tools can unlock new opportunities for growth in 2025.

With a focus on creativity and user engagement, TikTok remains a valuable platform for brands looking to connect with audiences in meaningful ways. Ready to maximize your TikTok strategy? Start testing these features today to stay ahead in the fast-evolving world of digital marketing.

Looking for expert guidance? Contact us for a free audit to supercharge your TikTok campaigns.