The news: TikTok announced several updates to the platform’s ad capabilities focused on its evolving creator ecosystem at its fifth annual TikTok World event.

Among the updates:

• Market Scope, an analytics tool that gives advertisers audience insights at different stages of the buying cycle.
• Brand Consideration Ads, which turns Market Scope insights into promotions targeting audiences that are most likely to take action.
• Updates to the TikTok One platform, including Inside Spotlight, which identifies what target audiences are engaging with on TikTok; Content Suite, which surfaces user-generated videos mentioning marketers’ brand on TikTok that can be converted into ads; and more agency partners for its Partner Exchange tool.

Zooming out: TikTok has been steadily growing its creator offerings to prove its worth as a key influencer marketing platform.

• TikTok recently launched an invite-only Specialized Rewards Program expansion, offering more monetization opportunities for select creators.
• TikTok has promoted its livestream potential for creators, highlighting that creators collectively generate $10 million in daily revenues through livestreaming. Top-performing creator networks can earn $3 million monthly.
• The platform enabled direct messages during livestreams to simplify lead generation, allowing viewers to connect directly with the host during streams.

Behind the push: TikTok is trying to convince creators and brands to stick with the platform despite concerns over a possible US ban, as competitors like Meta and YouTube angle for wary audiences. Evolving its creator ad offerings helps TikTok stand out as other platforms vie for the top spot as the go-to short-form video platform.