TikTok’s New AI Video Production Tool Gets Thumbs Down

Read time: 3 minutes

Hi AI Pro!

It may work fast, but initial reviews on TikTok’s just-released, AI-powered video ad production tool describe a solution that’s not ready for prime time, and doesn’t seem to get what engaging social media content is all about…

WHAT’S UP

While early reviews from some marketing pros are positive for certain aspects of TikTok’s new suite of AI-powered marketing tools called Symphony, the video production piece of the platform called Creative Studio fails to impress.

The newly released video tool leverages AI tech to generate content, taking static images of a product and creating finished segments that are optimized for TikTok’s format, in just minutes.

The problem is, according to several top marketers interviewed by Ad Age, the results are less than engaging for social media audiences.

WHY IMPORTANT

Devon Schorr, strategy director at Movers+Shakers, told Ad Age reporter Asa Hiken that from what he’s seen of the new TikTok tool, its product-focused approach comes off as too salesy and inauthentic to work well as SM content.

“The primary issue is that TikTok users typically prefer to see ads that are entertaining—that is, ads that don’t resemble ads,” Hiken writes. “Posting content that is mainly product-focused is something users do not want.”

“Video generators, such as OpenAI’s Sora and Meta’s Advantage+ ad creation tools, are the newest genre of generative AI,” the journalist adds. “While they may someday pose particular boons for fields like digital advertising, in which quick and versatile video creation is important, they have yet to find a foothold in many actual marketing strategies.”

“One concern,” Hiken reports, “is that consumers will reject ads and promotions that appear AI-generated.”

WHAT TO DO

Primarily, social media audiences value authenticity over perfection. Ads that feel genuine and relatable perform better than those that are overly produced, or have an obviously “machine-generated” feel.

Natural Lighting, Simple Setups

Opt for natural lighting and simple setups that give your videos a more organic feel. Shoot in real locations rather than studio settings, an approach that not only makes your ads more relatable but also easier and more cost-effective to produce.

Prioritize Fun/Entertainment

People mostly turn to social media platforms like TikTok to unwind and be entertained. Your ads should reflect that spirit. Incorporate humor, surprise elements, or intriguing visuals to keep viewers entertained.

User-Generated Content

One of the best ways to make your ads feel authentic is to incorporate user-generated content (UGC). Showcase real customers using and enjoying your product. UGC not only adds credibility to your brand but also fosters a sense of community.

Focus on Storytelling

Develop an underlying story narrative that accurately represents your brand’s values and connects with your target audience. Whether it’s a behind-the-scenes look at your company, a customer success story, or a day-in-the-life vignette, storytelling makes your ads impactful.

Short and Engaging

Attention spans on social media are short. Keep your videos concise—ideally between 15 to 30 seconds. Use dynamic visuals and quick cuts to maintain viewer interest. Remember, the goal is to leave them wanting more, not feeling overwhelmed.

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THAT’S ALL FOR TODAY, FOLKS!