What's new on TikTok for brands: Q1 2026 Product Preview

What's new

Each quarter, TikTok Product Preview shares the latest tools and updates built to help brands grow. For our first update of 2026, we've bundled these updates into four sets, including new ways to boost your brand's presence, streamline creative production, unlock richer audience insights, and drive mid-funnel performance.

Set #1: Standardizing how brands and agencies set up and operate on TikTok

Registered Business Accounts now available

Connect your TikTok profile to an actual business to unlock organic features, including link in bio, lead generation, geo-targeting, and multi-user access. Registration also enables safeguards such as age-gating and geo-fencing to reduce the risk of content limitations or distribution issues.

Learn more: Blog | Business Help Center | TikTok Academy

Clearer credit for agency-managed ad spend.

With client approval, agencies can formally designate themselves as the buying agency on ad accounts, ensuring clearer attribution, accurate credit for managed spend, and eligibility for relevant incentive programs.

Learn more: Blog | Business Help Center | TikTok Academy

Set #2: Fueling creative supply with marketing partners and automation

Partner Exchange now on TikTok One with a redesigned brief for more control

TikTok Creative Exchange has been renamed to TikTok Partner Exchange and is now available in TikTok One. This update brings partner discovery, briefing, and production into a single place, so you can work directly with TikTok-approved creative partners on campaign content. The partner brief has also been upgraded, giving you more control over how projects are defined, including clearer requirements and creator preferences.  

Learn more: Blog | Business Help Center | TikTok Academy

Creative for Smart+ featuring Auto-select for App campaigns

Creative for Smart+ brings automation to the creative process, making it easier to manage, select, and scale top-performing assets. Auto-select, currently available for Smart+ App campaigns, scans your existing ads and eligible creator content from TikTok One to recommend high-performing creatives aligned with your brand goals. Advertisers still retain control by setting eligibility rules and restrictions, while selection and delivery are handled for you.

Learn more: Blog | Business Help Center | TikTok Academy

Set #3: Discovering more ways to grow your business with TikTok Market Scope

Expanded insights now available

TikTok Market Scope,* our full-funnel analytics platform, has introduced three updates to help brands better understand campaign performance. Commerce brands can view TikTok Shop* and website funnels side by side for a complete picture of the purchase journey. Theatrical advertisers can access title-level funnel data to track awareness, consideration and ticketing for individual films. And telco brands can use a new Industry Analysis module to see how audiences migrate between providers over time. Reach out to your TikTok Partner to request access.

Learn more: Blog | Business Help Center | TikTok Academy

Set #4: Strengthening performance in the mid-funnel

Brand Consideration now optimizes for intent and view-through rate

Brand Consideration,* a campaign objective in TikTok Ads Manager, now optimizes for both intent and attention, balancing cost per consideration with six-second view-through rate to help advertisers reach more high-quality, high-intent audiences. Brand Consideration is currently available in the US and requires onboarding to TikTok Market Scope. Contact your TikTok Partner to request access.

Learn more: Blog | Business Help Center | TikTok Academy

Traffic campaigns can now factor in consideration signals

With this update, advertisers can activate a new toggle that enables optimization for cost per consideration and cost per new buyer, targeting individuals who haven't purchased from your brand within the past 180 days. Together, these updates help advertisers move beyond clicks to drive stronger engagement and mid-funnel performance. Contact your TikTok Partner to request access.

Learn more: Blog | Business Help Center | TikTok Academy

Why it matters

This quarter's updates help advertisers plan, create, and measure more effectively on TikTok. Registered Business Accounts support a stronger organic setup by unlocking key profile features and enabling safeguards for brands.

On the creative side, Partner Exchange and Creative for Smart+ reduce friction in production, making it easier to select and scale assets that are likely to perform well. Agencies also get clearer attribution for the spend they manage, which supports more accurate reporting and recognition.

TikTok Market Scope now includes expanded insights to help brands better understand performance across the full funnel. At the same time, updates to Brand Consideration and Traffic objectives make it easier to reach high-intent audiences.

Together, these updates reflect our ongoing focus on helping brands move faster, work smarter, and grow with confidence on TikTok.

*Available in select regions only.