About auto-selected creatives for Smart+

Last updated: December 2025

The auto-selected creatives function in TikTok Ads Manager is an automated creative solution built to help advertisers scale high-performing creator content. It automates how ad creatives are discovered, produced, and optimized across the creative supply chain.


Features

The auto-selected creatives function is composed of 4 key components:

  • Creator content discovery via Content Suite: Easily surface high-performing organic videos and request usage rights to turn them into ads.

  • Creator content production via TikTok One Creator Content at Scale: Provide a brief and get fully produced creator videos.

  • Asset enhancement via AI-generated content: Extend asset life by using AI-generated content (AIGC) tools to automatically extract app store materials to create carousel ads.

  • Auto-creative delivery via Smart+: Automatically optimize top-performing creatives based on campaign goals and real-time performance.


Benefits

  • Creative supply at scale: Access a steady stream of authentic TikTok-style videos through TikTok One production and Content Suite at no extra cost.

  • Smarter operations: Auto-exploration continuously tests and refreshes creator content to combat fatigue while keeping simple controls in your hands.

  • Better results: More creative variety increases the chance of finding winning ads and increasing conversions.


How the auto-selected creatives function works

When creating Smart+ ads in TikTok Ads Manager, the auto-selected creatives function combines advertiser input with TikTok's discovery engine to deliver more scale and performance optimization, all while reducing content creation heavy-lifting. After you set your campaign goal and budget, the system:

  1. Pulls approved content from multiple sources:

    • Creator content: Content from TikTok One production, Content Suite videos, and specific video codes for Spark Ads. Learn more about TikTok One, Content Suite, and Spark Ads.

    • Your own content: TikTok account videos (from your organic TikTok account) and your Creative Library assets.

    • Content generated for you: New creatives in the form of a carousel that sources assets from your mobile app store page's elements.

  2. Ranks creatives using historical and predicted performance data.

  3. Automatically refreshes creative delivery in real time during the campaign.

You can review and reject any videos, add new assets at any time, and apply exclusion rules by source, creator, text, date, or other filters.

Note: You can opt out of the auto-selection of creatives by switching to custom selection mode when selecting creatives for your ad in TikTok Ads Manager. Learn how to use auto-selected creatives and select custom selection mode.


Availability

  • Ad objectives: Only available for app promotion (app install, app retargeting, app pre-registration).

  • Campaign type: Only available as part of Smart+ campaigns. Learn more about Smart+.

  • Regions: Global.

  • Customers: Select app and gaming industry advertisers.


Learn more

Learn how to use auto-selected creatives to scale and optimize your ads.