Smart Creative is a TikTok automated creative solution that optimizes ad creative combinations through ad group fatigue detection and auto-refresh strategies. This feature reduces ad fatigue, prolongs ad group lifespan, and improves cost efficiency over time.

Note: Select advertisers may see a new version of this solution called Automate Creative, to be rolled out over time.

How Smart Creative works

Smart Creative works in three steps:

• Creative asset combination combines videos / images, text and call-to-action to create multiple variations of ads.

• Creative selection initially prioritizes the delivery of the most differentiated videos as assessed by scene similarity, and observes their performance for 3-5 days, allocating no more than 10% of the ad group's total budget.

• Anti-creative fatigue refresh pause initial videos that show signs of fatigue within the first 3-5 days and put new videos on the waiting list to replace them, ensuring that budget is always allocated to the un-fatigued videos and improving the ad group's performance.

You can also choose to turn off Smart Creative generated creatives in your Ads Manager at any time.

Availability

• Regions: All

• Platform: TikTok Ads Manager

• Placement types: TikTok and Pangle

• Ad objectives: Traffic, app promotion, conversion, and lead generation

• Ad format: Non-Spark and Spark ads (pull only)

• Split test: Not supported yet

• API: Supported