TikTok Gets a Major Update

TikTok just announced a set of new ad and audience research features at TikTok World, including first-party insights dashboards, media mix modeling partnerships, and updated ad performance metrics. The goal is to make it easier for brands to plan, measure, and refine their campaigns inside the app.

At PopShorts, we’re already tapping into these tools to pressure-test creative, sharpen targeting, and build stronger feedback loops between creator content and business results. The clearer the data, the faster we can move.

Want to see what we’re seeing? We’d be happy to walk you through the new setup.

Here’s what’s new this month:

• Search Ads Hit TikTok: New brand consideration units show up in search to drive mid-funnel discovery.

• TikTok Filters Get Smart: AI-powered tools now help users block content they don’t want to see.

• AI Ad Insights Get a Boost: TikTok previews predictive tools and SEO-style discovery for ads.

• LinkedIn Levels Up Metrics: New creator data gives brands clearer views into performance.

Search Ads Hit TikTok

TikTok is testing a new ad format designed to drive brand research and product discovery. Called Market Scope, these ad units appear directly in search results and offer follow-up prompts that keep users exploring related content.

It’s part of TikTok’s effort to capture more mid-funnel activity, where users are curious, clicking, and comparing. For brands, it’s a chance to show up during moments of real interest.

Read More: TikTok Business Blog

TikTok Filters Get Smart

TikTok is rolling out smart keyword filters that use AI to help users avoid content they’d rather not see. Instead of manually blocking terms, the system learns user preferences and automatically adjusts the feed.

For creators and advertisers, this could shape how content gets surfaced and how long it stays in front of the right audience. As TikTok refines personalization, strong creative and relevance will matter even more.

Read More: TechCrunch

AI Ad Insights

TikTok previewed new tools that give brands more control over audience targeting, including predictive features powered by generative AI. The platform is also working on SEO-style strategies to help content get discovered beyond the app.

It’s a sign that TikTok wants to grow into a full-scale media engine, one that blends AI targeting, creator content, and search-friendly distribution to drive results across the funnel.

Read More: The Verge

LinkedIn Levels Up Metrics

LinkedIn is also making waves with updates, introducing more detailed performance data for branded content. This includes post-level breakdowns and metrics tied directly to business outcomes. The update is designed to give advertisers more clarity when working with creators on the platform.

At PopShorts, we’re already mapping these new insights into our reporting, helping brands see exactly how LinkedIn content performs by engagement and by impact.

Read More: Digiday