TikTok’s new ad tools: Evolution or last stand?

TikTok unveiled a suite of performance advertising tools at TikTok World 2025, racing to secure its position ahead of a potential U.S. ban. The move highlights its urgency to attract performance marketers and affiliates.

Search ads: A shift in user intent

The new Search Ads Center reflects TikTok’s evolution into a discovery platform – not just entertainment. With 25% of users searching within 30 seconds of opening the app, affiliates can now target high-intent buyers through keyword-based ads, creative previews and negative keyword filters.

AI automation & e-commerce push

TikTok’s upgraded Smart+ platform now uses AI to automate campaign optimization, generate localized content and turn product feeds into shoppable ads. While brands like L’Oréal have seen success (e.g., $1M+ in a single live stream), smaller affiliates may struggle to replicate this without enterprise-level resources.

Regulatory risks & strategic dilemma

With a potential U.S. ban looming, affiliates face uncertainty. Rivals like Meta could absorb displaced ad spend and a ban might reshape social media CPMs and audience availability.

TikTok is clearly pushing to become a full-fledged performance marketing ecosystem – but affiliates must weigh these new tools against the platform’s uncertain future in key markets.