What's New on TikTok - Fall 2024

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TikTok , although opinions about it are still sometimes extremely different, especially among other generations, has undoubtedly taken the social media market by storm and has settled in it for good, and at the very top. This application was created by the Chinese technology company ByteDance . It was launched in 2016, but it was two years later, in 2018, that it gained international popularity by merging with the Musical.ly service.

It was TikTok that set the trend of creating and watching short, dynamic videos , without which we can't imagine social media today - they are present as reels on Facebook and Instagram and as shorts on YouTube. Although their name varies depending on the platform, in practice their form is exactly the same. TikTok, thanks to the introduction and promotion of this innovative formula, has become a place where engaging, viral content is created, achieving a huge number of views and likes, setting new trends in entertainment, and at the same time in marketing.

The application has therefore permanently found its way into the phones of almost two billion people around the world , and in addition, it has a really fast growth of new fans. In Poland, TikTok enjoys no less popularity and gathers almost 14 million real users in 2024. Interestingly, in our country, according to the report "Digital 2024: Poland", the percentage of Internet users aged 16 to 64 using social media each month is higher for TikTok by almost 20 percentage points, compared to, for example, portal X (formerly Twitter).

All this translates into the great importance and advertising potential of the application , also in our Polish context. Data published by the creators of TikTok , the company ByteDance, shows that the potential reach of ads on the portal in Poland increased by 1.4 million between the beginning of 2023 and 2024. For marketers, but also small business owners who are trying their hand at advertising their own product, TikTok has opened up completely new possibilities. It has become a place where content shared even by small accounts can quickly gain popularity , generating a large reach, thanks to the algorithms and the nature of the platform. TikTok's potential is huge, both in terms of reaching new recipients and building an engaged community - not only around a person, but also around a brand .

In this blog post, we want to update your knowledge and discuss news and trends related to this extremely important application in the world of marketing . These will be news about the development of TikTok that are important, interesting or could revolutionize online marketing.

New "delete and re-edit" option for uploaded clips is in testing phase
TikTok is currently testing a new feature that could prove to be a huge help for creators . It’s an option that lets you completely undo all edits you’ve made in the app and start over . The update would be especially useful for people bulgaria telemarketing data who create and edit their clips entirely on TikTok . Then, when a new, better idea comes along, they don’t have to abandon it or deal with a more complicated process — the new feature would let you go back to the original version of the video with a single click to redo the editing process from scratch.

It is worth adding that the novelty that allows for easy reversal of introduced changes and re-approaching editing has the potential to increase the comfort and flexibility of creators who edit films directly in the application, but it would be completely insignificant for a large group of users who perform the recording and editing process in other external programs, such as CapCut .

Delete and edit again
Example posted by Owen Willis

New disinformation measurement
TikTok is rolling out a new feature to improve advertiser safety , ensuring that their ads don’t appear next to content that spreads misinformation. The app is introducing third-party measurement to check and make sure paid campaigns aren’t appearing next to misleading videos .

Tiktok added the disinformation category as part of its standard Brand Safety measurement in early 2024. The platform is currently taking another step in this direction, and as the app’s creators have announced :

We’re pleased to announce that all three of TikTok’s third-party brand safety and relevance measurement partners — DoubleVerify (DV), Integral Ad Science (IAS), and Zefr — are now able to provide advertisers with data on disinformation on the platform that appears immediately before and after paid ads in the For You feed.

Modern disinformation detection systems are becoming increasingly advanced — they employ artificial intelligence capabilities and expert knowledge , which allows for more effective identification of false information. This is a significant change, especially for advertisers, especially in periods such as the upcoming elections in the United States, when one should be particularly sensitive to disinformation. For obvious reasons, brands take care to maintain the neutrality of their image, not wanting to be associated and placed next to content containing false information and political conflicts .

Initial tests show that the rate of disinformation next to ads on TikTok is very low, below 0.1% . However, thanks to the introduction of new measurement options, companies will be able to monitor the situation even more effectively and on an ongoing basis and protect their reputation.