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TikTok has announced the launch of their new AI-powered video creation tool, Symphony Creative Studio, which will allow advertisers to “generate a video in minutes from minimal user input.”
Symphony Creative Studio is the latest in TikTok’s ‘Symphony’ suite and is now available to all logged-in TikTok for Business users.
In the press release, TikTok acknowledges a recent study by Nielsen that ad creative (the actual ad content including video, audio, text, etc.) contributes 49% of incremental sales generated.
With the expectation that brands will keep up with demand for new, refreshed content on an extremely rapid basis, Symphony Creative Studio promises to reduce the amount of manual work required drastically. A sure money-saver for brands but a source of concern for marketing professionals who have been relied upon to do this work manually in the past.
All videos created in Symphony Creative Studio will be labeled as AI-generated for transparency.
What features does Symphony Creative Studio have?
Symphony Creative Studio (SCS) offers several features to its users. It can turn product URLs and information into TikTok-ready videos based on proven top-performing videos on the platform, offering a choice of layouts and scripts for advertisers to choose between.
The platform can also import and incorporate licensed assets from sources such as Getty Images and Billo which have been cleared for commercial usage rights.
SCS is also equipped to create Symphony Digital Avatars, AI-driven avatars that the platform claims can add a personal touch to ad content, particularly with the ability to define different nationalities and other traits. Users can choose between stock pre-build avatars that feature licensed actors in over 30 languages or create a custom avatar with the platform’s Generate Avatar feature and a pair of training videos.
A key feature SCS has is the ability to translate videos. Users can choose a language and a tone, and then lipsync the video to look naturalistic after the translation.
The platform also includes a native video editor where users can add enhancements, filters, stickers, text, and more to their videos. There is also an easy-to-use captions feature that ensures videos are more accessible.
High-volume ad creators will find the Daily Video Generations useful. Customized for each brand using past activity within SCS and best-practice rules, a selection of videos will be generated daily that users can customize and upload easily.
In addition, the platform highlighted several upcoming features including script-generation and video refreshing.
Featured image credit: TikTok
