Feature
The Gist
- Enhanced engagement. Symphony Digital Avatars elevate social media experience and content creation possibilities for brands and influencers.
- AI-driven assistance. Symphony Assistant offers personalized guidance through TikTok's creative offerings, helping users implement best practices and identify trends.
- Trust building. TikTok's generative AI avatars empower creative strategies aimed at customer discovery, leveraging trust built by creators and influencers.
TikTok has had its hands full as of late fighting the US bill that forces its parent company ByteDance to sell it to a US entity or face a ban of its use in the United States. But that has not stopped the social media platform from revealing platform features that further intrigue its estimated 170 million US users. TikTok announced several new features at TikTok World 2024. One of the most intriguing unveilings is Symphony Digital Avatars, part of the Symphony suite of ad solutions powered by generative AI. Symphony Digital Avatars are the first TikTok media to blend user-created content with AI generative features.
Brand managers, marketers and influencers working closely with brands should be excited. Symphony Digital Avatars are pioneering AI-enhanced features that can elevate both the social media experience and content creation possibilities.
Related Article: What a TikTok Ban Means for Marketers
What Are Symphony Digital Avatars?
Symphony Digital Avatars are an option selected when users import their product details, media assets and URLs. An AI recommendation engine blends these details to make content suggestions, including the avatars.
Two types of Digital Avatars, Stock and Custom, can be selected. Stock Avatars are pre-built avatars based on paid actors whose voices and images are licensed for commercial use. Custom Avatars are more personalized, crafted to represent a creator or brand spokesperson with multi-language abilities.
Stock Avatars allow businesses of all sizes to quickly add a human touch to their content. They feature accessible global creators from diverse backgrounds and nationalities, supporting over 30 languages.
Custom Avatars are likely to gain the most attention among influencers and brand marketers. Their benefits address specific needs for managing influencer likeness and branding.
For influencers, Custom Avatars allow their likenesses to be constructed as multi-lingual avatars, holding huge potential for expanding audience reach and brand collaborations. For brand marketers, Custom Avatars can be built with their brand IP, spokesperson or a third-party partner, facilitating localized campaigns by enabling brands to work easily with creators in specific markets.
Related Article: Did TikTok Just Change the Ecommerce Game?
How Symphony Assistant Helps With the Content Creation Process
To assist with avatar choices, TikTok has upgraded its Creative Assistant platform into an AI-powered virtual assistant called Symphony Assistant. Symphony Assistant is designed to personally guide users through TikTok's creative offerings, helping to brainstorm ideas, implement best practices, identify trends and find inspiration.
It crafts relevant recommendations for improving both organic and paid content by drawing from a wealth of features and tips available in the TikTok Creative Center.
To use Symphony Assistant, users apply prompts within the TikTok Creative Center. There are many prompt choices available for Symphony Assistant. For example, users can establish scripts for planned videos by stating a query such as: “Write a TikTok ad script for my brand..." [users would name the industry as well as the market and describe the potential customers who would be the audience].
Users can also query other details that highlight offering benefits. Such a query might look like this: “Highlight the following benefits in the script...”
Users will ultimately learn creation best practices to better manage their campaigns and brainstorm ideas based on trending topics on TikTok. Symphony Digital Avatars offer a wide variety of gestures, expressions, nationalities, ages and languages for marketers and influencers to choose from.
Related Article: TikTok Ban? Marketers Brace for Impact
What Symphony Brings to TikTok
TikTok is betting on corporate brands and influencers to view Digital Avatars as vital communication aids for branded content. According to TikTok, 58% of users are more likely to trust brands after learning about them from TikTok creators and influencers. Thus, the generative AI avatars will empower creative strategies aimed at customer discovery of products and services.
Symphony Assistant also reflects a high interest in playful content enhanced with AI. Apple introduced AI-enhanced emojis called Genmoji at this year’s Worldwide Developers Conference (WWDC), offering users a way to create their own on the fly. Concepts like Apple’s Genmoji and TikTok’s digital avatars allow scalable content to be infused with a personalized, human feel and a playfulness that entices an audience to potentially become the next fan of an influencer or brand.
The launch of Digital Avatars and Symphony Assistant comes as TikTok ramps up its fight against the US law that effectively forces it to be divested from its current parent company, ByteDance. TikTok CEO Shou Zi Chew shared a video appeal to TikTok users, explaining how its 170 million users will lose access to the app if the law is not overturned.
The deadline to find a US entity is looming — TikTok was given 270 days from the April 24 signing date to establish an ownership shift. However, the final chapter of the ownership issue has yet to play out.
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Meanwhile, AI-enhanced services like TikTok Symphony Digital Avatars are among the most relevant future-forward announcements for user experiences. They reveal what platforms, whether social media or computer sales, must do with AI to provide true value to people immersed in digital experiences.
