[Music] TikTok is the can't stop, won't stop, non-stop evolution of culture, entertainment, discovery, and participation. It's an opportunity to amplify your message across any topic you can imagine. And, maybe some you can't. And reach audiences through creators and communities that they love and trust. Influencing decisions and driving action at every stage of the journey. On a platform that's joyful, creative and collaborative. It's where brands are rewarded for being authentic, where nearly 8 out of 10 users are inspired to buy or try new products. Plus 15% of product discoveries start on TikTok. This is your brand, message, and product, seen by exactly who needs to see it. And propelled by creators and content that speaks right straight from the heart and to it. This is the new era of joining in.
This is TikTok.
[Mandy Mao] Hello, everyone. My name is Mandy Mao, and I'm the head of Creative Product Marketing and Ops for North America at TikTok. And we're very excited to be here. Thank you all for coming. And at TikTok, we've always been trying to find more ways to help our brands and creators to make content easier. And nowadays, we're seeing more than ever brands and creators are asked to do more creative, more assets, more iterations. So we're really looking to produce at a record speed. So today, I'm really excited to be joined by three amazing panelists here. And they're going to come join me to share insights about how creators and brands can maximize your impact on creative. And then really supercharge your return on creative. So please join me to welcome Moritz Bartsch from TikTok. He's the global head of Creative. And Ryan Detert from Influential. He's the CEO of Influential.
And also Aubrey Cattell, who's the VP of Developer, creator of Developer Platform and Partner Ecosystem from Adobe.
Amazing. Press conference. Very press conference center. Okay, so let's get started. So Moritz, to ground this discussion, can you please give us an overview of how brands can leverage TikTok to grow their businesses? [Moritz Bartsch] Sure. Maybe one thing I've scripted. I just want to say, really appreciate you guys joining us here on stage. I think both Adobe and Influential have been our biggest partners since, you know, pretty much day one of us doing ads. And yeah, to the question. So let's take a step back for a second, right? So when we think about TikTok, TikTok is primarily an entertainment platform. And I think a billion users a day come to our platform to do a ton of different things, right? They want to be entertained. They want to laugh. They also want to be informed. They want to be educated. And increasingly, also, brands can drive purchases because users transact on TikTok directly now in the U.S. with TikTok Shop. So our platform is going from a stage where we're primarily doing entertainment to actually also driving impact, and driving impact in the real world outside of TikTok. So you guys can see one stat here on the screen, which says that 92% of our users are taking actions in the real world based on what they are seeing on the screen. So that's a huge commercial opportunity for brands that our businesses try to help them with. And why is that happening? If you go to the next slide. Oh, yeah, this one. Previous one. A lot of it has to do with the nature of the format of TikTok, right? It's a full-screen, immersive experience. Users are not generally distracted by other things when they are on TikTok. You can see here they are 1.2x more likely to be only focused on TikTok when they are watching the videos when compared to other video platforms. So that's attention for you. And what does this attention lead to? It leads to users being able to memorize what they're seeing on the platform. So 20% of TikTok users are more likely to remember the ads that they were seeing. So that's essentially brand recall. And what does this mean for brands? How can brands tap into this massive opportunity? And that's I think where a lot of our work comes in. It's really about the ad creative. So the ad creative is very critical for TikTok because you know our ad formats, Nothing is non-skippable. Users can skip by any ad that they want. So unlike a lot of other platforms, we never force a user to watch an ad. And that means content that doesn't resonate with the audience is not going to perform well. And that just speaks to the importance of the creative. And you can see here a few more stats. How our users really want to see ads that are TikTok first. And I think we've talked about TikTok first for quite some time. And we've driven together with our partners this education in the industry that you should be building with TikTok in mind, with creators in mind. Your content in the feed should be essentially indistinguishable from the organic content. Those are the videos that perform well. You can see here, 3.3x more likely for users to click on an ad or to engage with it. If it meets our criteria of TikTok first, I think we're going to see a couple of examples later today, more sizzles than example videos. Yes, yeah, speaking of examples, I know we already are seeing a lot of brands are actually really crushing it on TikTok. So Moritz, do you have any good examples about how brands are kind of taking advantage of that on TikTok? Yeah, we brought a couple of examples here. So I think one thing maybe before we show this particular example of Hyundai is, I think it was Adobe that published some survey recently of your clients, where I think two-thirds are saying that they recognize that creative quantity is really critical. They feel like with all the technology that's happening, all the technological change that you're hearing about, at least at this conference, this week, the demand for content is going to increase by 5x.
And one brand that really leans into that on our platform was Hyundai. So they think very, very critically about what does it take for us to adopt to this new paradigm of content? And if you think about the automotive ads for one second, right? If you kind of close your eyes and think about what an automotive ad looks like, I think one thing probably all of us are seeing is this classic television ad. Like a car is driving through the mountains. It looks very nice. And then towards the end of the commercial, the car will be full screen. And there will be a voice telling you that car comes with a great warranty and that car has a good monthly payment schedule for you. And stuff like that, right? That's what we imagine.
And that's how television ads work. And there's two things that Hyundai did. So number one, they use this kind of television content, which is really good content, right? They spend a lot of money on those assets. And those creatives work well on TikTok if they are what we call remixed. So remixed means re-cut to make sure that the horizontal video is vertical. You cut the scenes in a faster way. And you can make a traditional television ad perform much better than it would otherwise. So that's kind of part one of their strategy. And part two, and what's really exciting is they lean into creators. So they were very strategic on which creators to partner with. And I think that is something that works really well in the platform. If you're a brand like Hyundai, you come to TikTok, you advertise on TikTok. Your original audience might be a certain set of users who are naturally interested in your product, who are in market for a car. And a lot of other users might have never thought about your brand when it comes to cars. But now if you strategically select your creators, you can basically tap into their audiences. And a lot of famous creators, they have huge audiences on TikTok. And the magic really in our ad system is that creators can break down barriers like trust barriers. If you see an ad and it's promoted by your favorite creator, you are much more likely to feel like, oh, this brand now resonates with me, and otherwise it wouldn't have. And so what happens is you grow this core audience that you have on TikTok strategically by working with a bunch of diverse creators, and your total audience is going to end up being much bigger.
And Hyundai did this really well. So enough of me talking about them, let's actually look at some of their creators.
Are you guys ready for a family field trip? Yeah! Should we take the new car? We have a new car? What do you think? Cool... It looks pretty nice, huh? Look, you roll the windows up right here, dude.
Kind of sounds like a song.
Speaking of songs, check this out. There's like sound effects you can do. Experience the universe.
This is sick. Should we get to the aquarium now? - Yeah! - Alright, go get in your seat, let's go.
Is that your jellyfish swim? Yeah. Let's see if brother's ready. Can you hold this for me? No hands.
Atlas, you and penguins have a lot in common, a hundred and forty-five times a day! That looks like Dory. Oh my goodness, it does look like Dory. Wait a second, that might be Dory. Alright, where should we go next? The park. The park, you're not tired? No.
Alright, so that's kind of the first video you can see here. The brand is leaning into the concept, you know, of family, and obviously it's a car that a lot of families are going to buy. So that's one audience, and now we can watch the second video. [Music] What a masterpiece. It is a masterpiece. It's funny, I work for Adobe, so you'd think the design one would resonate more with me, but my son just left for college, and I remember the aquarium days, so the first one brought it.
Well, that's the thing, right? Different people have different associations with these videos, right? So that's just showing different things resonate with different people. And this, you know, was super popular amongst people who like food, right? Who watch a lot of Food Tok videos. So, and then I think there's a third one as well. So, Hyundai tagged me this. By the way, it's Hyundai, like Sunday. It's not Hi-Undai, it's not Hyun-day. It's Hyundai, like Sunday. And I should know because I'm a Hyundai owner myself, my last three cars, including my current one, have all been Hyundais. But by the looks of it, I'll soon be trading in my current vehicle for one made out of chocolate. Ridiculous. He's making the Ionic 6, too, by the way, which is Hyundai's new electric vehicle.
I swear I wouldn't be surprised if at the end, buddy was like, oh, P.S., this version also gets up to 360 miles on a single charge, just like the actual Ionic 6, because why not? He's making little vents. Yep, spray paint, take it to the body shop. I swear, if this thing looks that good made out of chocolate, imagine what it looks like in real life.
Casually bust out the lathe, obviously, taking some strays. Careful. Hope you're getting hazard pay. Rims, yup. All right. Let's get to the ratings.
100 out of 10, Woody, and you know what, 10 out of 10, I drive it as well.
And so, the cool thing here is, right? We now take this video, the chocolate one that was super popular and, you know, went viral. And you have other famous creators tap into that by commenting on it and kind of circulating that further in their audience. So, that kind of just shows you how you really strategically use creators to grow the potential reach on the platform. And we have a few comments here under those videos, right? And those were some of the best ones we've ever seen, honestly. This was just such a unique campaign that users were really like, wow. This is like, you know, essentially the first ad that I ever really, really enjoyed watching. And it's just such a different experience. I mean, you guys just saw the videos, now think back to the example that I gave you, right? A traditional television ad of Hyundai, right? Like, it looks nice, but do people enjoy watching it as much as this? You know, maybe some, but not usually. So, yeah, I think this is a really cool example of how to be successful on TikTok. Yeah, and I think one thing that's really amazing on TikTok is all this creativity becomes two-way conversations. So, you can see people reacting to it or commenting to it, giving their feedback with the brands to have that dialogue together. Yeah, so the next question is for Aubrey. So, I think for Adobe, we all know it's been that pioneer in the creative technology for decades. And you guys have been helping creators and marketers to navigate through so many different creative revolutions. And I'm curious to hear from you, what is Adobe hearing from your users? Like, the ones in the room, and about creating for TikTok, what are some of their pain points, and how you guys have been addressing that. [Aubrey Cattell] Yeah, great question. So, first of all, thanks to Moritz and the TikTok team for the opportunity to be here. We're super excited about our partnership and the integration that we've done. So, maybe to take a step back, I mean, how many were here for the day one keynote and saw the main stage? Okay, so a lot of you saw, you know, all the things that we're doing. Maybe one that all highlighted that speaks to what we're hearing is the work we're doing with Adobe Express. So, if you think about the product portfolio for Creative Cloud, you know, we have the best-in-class, you know, high-end, you know, desktop applications for different verticals, right? Photoshop, Illustrator, Premiere Pro, InDesign. We built Express because what we were learning is there was a group of users that wanted to create content but was overserved by some of those solutions. And so, if you saw Paul Trani's demo yesterday, Express is really built as a mixed media application so it brings image, video and topography. But it's really meant as a companion to the rest of our Creative Cloud applications. So, creative pros can use it, but also they can empower the teams that they work with across social media marketing, sales, HR. You know, Moritz highlighted, we do see this explosion in content creation, right? 6x increase. And the question is, how do you keep up with that? Well, if we can enable creative professional teams to create templates and even better branded templates, then they can arm their stakeholder teams to then create those for a number of different platforms, right? Express supports things like resize. It's got Firefly models built in so you can generate content. And what it really allows you to do is create stuff that's custom-built for the platform that you want to be on. We correspond to the white paper with TikTok and what we learned is, if you're remixing for TikTok specifically, you see 60% more engagement. You see 62% more brand excitement. And you see 66% more, I think it was, repeat brand awareness. And so if you can resize for that vertical format, if you can add in the elements that are going to make your TikTok pop, you can take video content that you've created for other purposes. And you can really seamlessly remix it in an on-brand way using Express and publish directly to TikTok. So, I think, you know, what we hear from our community is really that. It's, hey, how can we work across our marketing and sales and HR teams, but also with our creative pro teams, and what do you have to connect those dots? And the answer is, we have a powerful portfolio of professional tools, and we have a tool that's really for anybody else to create anything.
[Music] I think, for all, really amazing.
So, one thing I'll highlight from that is you saw a remixing of a number of templates. And what we've done with TikTok is we've created custom templates for TikTok users. But what's more powerful than that is for brands, their design team can create those templates themselves. And they can lock them in a way that enables downstream teams to be very on-brand. So, imagine, you know, you create a series of TikTok templates, but the logo always goes in the same place. The fonts are always on-brand. The color palette is, you know, there's a set of options, but they're all on-brand for that company. And so now the marketing team has the guardrails that will enable them to be on-brand, but also creative enough in remixing that content that it's going to stand out on the platform. Yes, yeah, we can definitely see Express is really providing that all-in-one platform to help brands. And then also the team to really be able to produce content, at volume but also at really great efficiency. Yeah, Ryan. So, creator marketing is definitely the cornerstone of TikTok. The platform is filled by creator content. So, oftentimes we're seeing brands when they're launching campaigns on TikTok, they will go to partners like you guys, like Influential, to really seek for help, to support them, to get a successful campaign on TikTok. So, I wanted for you, can you tell us, how you guys help brands to do that? Maybe we share a sizzle reel first for you guys? [Ryan Detert] Hope you guys like bass. - Can I go for it? - Yeah, ready for it. [Music] We should. [Music] - Hey! Can I get something? - Absolutely. Pleasure. Okay, that's what happened.
I'm already feeling a heartbeat. The floor is vibrating. - Yeah. - That's me.
So, one of my favorite stats to give is, you mentioned the idea of the auto commercials. Now, annually, a $35 billion dollar TAM, Total Addressable Market for influencer marketing worldwide.
Linear, which has been around since the 40s and 50s, is about $60 billion. In the next two years, creators themselves, the influencer marketing spend, will be higher than linear. It's a teenager by comparison. So, it's going in this direction. So, I want to first of all, thank you for your guys' partnership and fantastic. Continue to build amazing things together. Hopefully, a future partnership in the works here. And ultimately, it's about, how do you fund the passions of creators by matching them to brands that need to tap into their audiences and creativity. So, for example, if I want to figure out how a brand should tap into creators, who is my audience? Is it moms in the Midwest with an affinity for DIY and sports? Whatever that is, find creators that have an audience that fits that, whether they're micro, macro, or mega-sized talent. And we identify them. Make sure they're brand-safe. The PG, the R, the G, you want to go after if you're a brand. And then have them create content based on a brief relevant to your brand, but relevant to them. You call it your choice, your voice. Take what the brand wants and put it in your main for your audience. And the real superpower is after you create that content, it goes on the platform. You then amplify it from the platform itself through custom audiences, through the general audience targeting abilities. And then you measure that it leads to actual outcomes. So, in-store sales, TV tune-in, offline/online sales, that's the one big takeaway that's changed the last few years in the help of TikTok is that influencer marketing was initially thought of as a PR play, or top awareness play. It really is now middle and lower funnel. You can drive real, real business outcomes. Yeah, amazing. I think that's the revolution that we're seeing. Creators from purely brand play to more lower and performance-driven plays. So, can you share any brand showcases that you've worked on with the group? Is there another slide after this? - Yes. - Perfect. I like it. On cue. So, you saw briefly a part of that in the sizzle reel. This is the longest TikTok, a 10-minute TikTok with... I love the idea of the hub and spoke model. For many years, back in the early days of influencer marketing, like 2013, 2014, it was who had the biggest following? Let's just pick that person. Almost like a celebrity that was on social. That initiated the lead to the best results. Now, endemic creators, like Paris, who actually built her initial business on TV, has now been on first Twitter, then Instagram, and on TikTok, has built out a big audience. She now can be a central piece for Hilton, makes sense, it's her family's legacy, to then surround her with 10 other creators that are fashionistas, travelistas, moms, everything in between, sports stars, to essentially hit all the audiences and expand beyond just her own name, image, and likeness. And with that, we saw millions of people watch a 10-minute TikTok. A 10-minute ad is a lot for someone to lean into. It was that engaging, it was that fun, it was that quirky, it was that unique. It was that engaging across at least a 10-minute time. And we saw massive amounts of engagement and brand affinity for this. So, whether it's actual ROI, at the local level of sales and store, or in this case, it's just brand awareness and middle funnel using celebrity and creators around it.
Yeah, so to run this up, I think how brands are positioning their brand strategy for creators are kind of getting more different. And then that also impacts the workflow. And in the process that they're working with, creators or working on creative production. So before, when we think about a creator collaboration, it would be just finding a creator, having them produce content, and we post it on a business profile. But now it's evolving and changing. So from the Influential side, how are you guys reacting to that need and then helping brands work through this evolution? Yeah, I mean, step one is, for years we had to convince brands not to just use their own operating handle to drop in content. So one, tap into the audience, and attention metrics are inherently higher when people see people talking about something as opposed to a brand talking about something. And then if I want to be able to identify the right creator, I'm going to look at key metrics around their engagements, around their audience, around their ability to drive, if it's lower funnel, driving clicks and conversions. And then really making sure that they are brand-safe. And the brand safety piece is the least sexy part of our offering, but it's the most important. That's what opens up the dollars and coffers of these big brands, because they're inherently risk-averse. So being able to check the entire timelines for profanity, nudity, political speech, checking for even things off-platform, DUIs, felonies, things through middle funnel, like the web, like blogs and people. All that is now part of how a brand goes, that is not only my ambassador, but my content creator, to speak on behalf of my brand. And then you go on and spend the money to amplify it through a TikTok platform. You start hitting highly-engaged target audiences. You drive better results than the other mediums. That's the value point of being on the social platforms. Amazing. And I think we also have a showcase here with AT&T. And the last piece is you can then extend that best-performing content into wherever that audience lives. So whether it's digital out-of-home, programmatic, CTV, you now know influencer marketing is the largest crowdsourcing of public opinion in human history. You can take and see what performs best and apply it to where your audience is living. You can drive better results. In this case, AT&T and Fortnite. We put it out around Dallas and LA. A bunch of screens to show the best content. Cut to re-cut and reimagined for those locations. Sound on, sound off. And drove a tremendous amount of impressions, deliverables, and engagement.
Amazing. So next for Moritz. We all know AI has been the big buzzword in industry. And we're also seeing how GenAI and AI in general are helping the brands and creators to really be able to scale their created production. And TikTok, I know, also is working on a lot of products and innovation with AI. So Moritz, can you walk us through some of the AI technology that TikTok has developed to help brands who scale their created production? Yes, happy to. Maybe a quick survey. Who here has heard of TikTok Symphony? TikTok team doesn't count.
All right. So this is the right audience. So let me explain a little bit more. And then obviously we have a sizzle.
So we created TikTok Symphony, which is a suite of generative AI products that helps our clients, our creators, to produce videos. And they help at every stage of the production life cycle. So it starts off with ideation. There are certain tools like a creative assistant that help you brainstorm ideas that help you go from an empty sheet of paper to having a script leaning into TikTok trends within a few minutes really. So cutting work of days into minutes.
Next step is production. It has a set of avatars. It has dubbing capabilities to edit your existing videos. And again, taking things that might take, you know, days or weeks and cutting it down into, again, a few minutes. And then lastly, it has some last-click optimization so that before you put this ad onto TikTok or before you put this video onto TikTok, you can make sure that it adheres to all of the best practices that we have. So kind of make sure you don't waste another dollar on the video that's not TikTok first. So that's kind of the overall principle behind it. And I think we'll show the video.
[Music] Appreciate that. Thank you.
So yeah, you saw all those different features, right? And so one other thing I want to add there is we think of this platform not as... Oh, this is a TikTok-owned platform and we want to drive everyone to use it on our platform and our website. We actually think of this as, you know, just as much about cooperation as it is about competition. And so, you know, that's why we've made some of these tools starting with the Creative Assistant available in Adobe Express. Because, you know, we want to meet you guys where you are. Where are you producing content right now? We want to make all those features accessible to you in a way that's as easy as possible. And I think the Creative Assistant Symphony Assistant was step one, but there's a lot more that we do with partners like Adobe. So, for us really here, this cooperation piece is extremely critical as we turn all the buzz around AI into real products.
Yes, of course. And seeing all the amazing product announcements this week and obviously in the past few years has been a game changer from Adobe. So I wanted to ask you the same question. Can you share with us some of the AI technology that Adobe is working on for our users? Yeah, and I mean, the space is changing so fast. So maybe just to contextualize it. I liked Ryan's micro, macro, mega formulation for influencers. So maybe I'll answer the question that way. So at the mega level, who's heard of Adobe Firefly at this point? Okay, good. So Firefly is our family of generative AI models, right? Everything from text to image to text to design. We just launched text to video. And that's just the beginning in terms of text-based prompts. We see a multi-module future where there's all kinds of prompts. You can start with an image and a prompt. You can start with a video and a prompt, turn it into a very different image. And the approach that we're taking with Firefly is, you know, keeping with some of the themes that we've already discussed. It's designed to be commercially safe. So, brands don't need to worry about IP issues there. We offer indemnification on the back of that. We also, look, we're Adobe, right? We've built the careers of designers for decades. So we have tremendous respect for artists' rights. And so we're never going to train on our user's data. If they want that and they want to be a contributor, we're going to make sure that they're compensated fairly. These are a lot of the principles that we have for generative AI in general. Because as David said on day one, you know, we really see generative AI as tool for, not a replacement of, human creativity. And that's probably how I'd shift to the macro level, which is... And so that's why the way we're handling generative AI is we're building it into our products, right? So if you watch a Photoshop demo and you see generative expand. Or if you were watching the Premiere Pro demo on Monday, and you saw generative extend, right? These are things that are built right into the product in a very logical way that supports creators and the workflows that they want. The same is true for Adobe Express, right? And the other thing I would say is with the brands that we're working with, wherever Firefly shows up and their users are using it, they can train that model to be on-brand. So they can train it with their own IP so that they're generating things in a safe way. And then at the micro level, I just echo what Mauren said. We're really thrilled with the TikTok integration inside of Express. I mean, just to understand how it works, right? If you go in, you can use Symphony AI to generate a script based on some prompts that'll help you with a starting point. You can access TikTok's commercial music library. Both of these are first-of-its-kind integrations. And then you can publish directly to TikTok from within the application. So if you have content already and you want to remix it, it's super easy to resize vertically. You can make changes to it. And then you can publish right from our Express platform. Yeah, I think you've touched on my next question a little bit already, but I do want to kind of double click on this. Because as we've mentioned, there's a lot of different tools that brands and the teams are leveraging. So how is Adobe addressing this, you know, kind of bringing a more cohesive experience? Yeah, I mean, I think we have a robust portfolio that just works better together, right? I mean, if you're using Photoshop or Illustrator or Premiere, we have interoperability with Adobe Express. We have a singular brand library. So if you have your colors, your fonts, logos that you're using, you can access them across our entire portfolio. So I think it's just we want to build a system that allows our users and teams really to work together. And that includes creative professionals collaborating with their marketing teams. You asked earlier, what do we hear from our users? You talk to professional designers and they say, I cannot possibly keep up with the content demands of these teams who want every iteration. They want five different versions in ten different languages for eight different platforms. It's an impossible task. Then you go talk to the teams that are actually finalizing and distributing that content. And they say, we're always in line waiting for our design team trying to get this stuff done. So we've created solutions so that those teams can work together and just achieve greater content velocity. Yeah. I think everyone in this room agrees that creative production is such a teamwork that requires a ton of collaboration. And so we've talked a lot about how brands can create more. And I'm pretty sure people in the room are also wondering, how can we ensure the creative quality as we're increasing the volume? So Moritz, can you tell us how brands and creators can do this on TikTok especially, where TikTok is a place that people want both fresh and creative content.
Yeah, I think my first answer to the question is very simple, right? Just make sure you have enough quantity, right? There's many different niche audiences on TikTok. They all like very different content. We saw the Hyundai example a little earlier and there's tons of other brands that are doing this very well. Same product, appeals to different audiences in different ways. So make sure you have and follow our best practices on how many creatives you should be having given your budgets, given your objectives on the platform. And then it's really, you know, about A/B testing. And I know a lot of you guys probably have really strong in-house teams that know how to do that. If you don't, I think TikTok has a lot of products that do this automatically for you. So you might have heard about Smart+, which we launched last week at Adweek in New York. And that is kind of automating this whole process. So you bring at least six ad creatives to the platform. And we generate a hundred-something different versions of that by just remixing the content that is there into different variations. And so that gives you then your optimization space, and we can explore which of these creatives works best with which audience. So we can do that automatically as well. But, you know, I'm sure a lot of you guys are doing the same thing manually, and you might be able to do it even better. So, you know, those things are really critical on TikTok, and then obviously monitoring your creative fatigue. Creative fatigue does come in after a while and making sure you always have new creatives as soon as you notice that. So that's why we talk a lot about content supply chains that you should be building. Like, you basically should be setting up infrastructure in your teams that allows you to have this always on stream. And maybe not necessarily think of these creatives as, oh, this is now my big project. And then it's delivered in a few weeks, and then I don't do anything. It's more like, how can you have a consistent stream of creators, you know, working with our partners? How can you use our AI tools to amplify a lot of that? And that to us is really the key. I think the brands that are successful, they already do this really well. Yes. So for Aubrey, what is Adobe doing to help kind of preserve that quality while increasing the volume effectively? Well, I mean, I think our tools do that. And more importantly, our tools don't do that. Our users do that. So, you know, when you're using tools like Premiere Pro, you've got fine-grained controls in terms of what you want to create in terms of your video output. When you use it for Express, I think when we have resize capability for the TikTok platform, When you have greater ways to drive expressiveness with stickers and other things that you can add to your design. You know, really, it's what we talked about earlier. If you're remixing and really creating for the platform, you're going to drive more engagement, more brand excitement, the perception that you're on trend, right? That it's not just something that was built for a different platform and then moved over. And I think, you know, the Hyundai example was a great example of that. Yes, amazing. So, we've been talking a lot about supercharging content production. But as agencies and brands are continuing to uplevel their creative game, they wanted to emphasize a lot on ROI. I think that's the thing that a lot of brands are always looking for. So Moritz, can you tell us how creative technology can help brands to show ROI on their creative production? I think that's a good question to almost summarize the technology pieces that we just discussed here in the last few minutes. They're all aimed at solving the problem that I mentioned earlier. How do you establish this content supply chain? So, find a lot of original content that really resonates with different audiences. That's where, you know, Ryan comes into play. You want to have a core set of videos that are, you know, almost as good as the Paris Hilton example that we've seen and as authentic as that. And then you bring in your AI tools on top of that because they can really amplify that content. So, I think it was actually Paris Hilton, I think she once tweeted something about, oh, I love the idea of generative AI in the industry because then I can work at night when I sleep, right? I think she said something like that, right? And that is true, right? And that comes back to how-- I'm trying to think of a Paris Hilton agent doing work through this. - Yeah. - While Paris herself sleeps.
That's basically what it is. And it's, you know, that goes into this concept that I think Aubrey discussed earlier, right? We think of human creativity still being the core on TikTok. And we have our products, we have our partners to do that. But then the AI tools are the amplifier that help the creators work at night. And basically extend their monetization opportunities because they're no longer limited by their own time that they can create stuff. And for you as the brand, that means you have a lot more content at your disposal eventually. And if you do that, or the better you do that, you're going to see results almost automatically. That's true for every single platform that really works with us, buys into this concept and implements strategies. To build on Moritz's point, I think one of the key words there is personalization, right? So, you know, with human creativity at the core and starting there, well, now you want to auto translate for 10 or 20 different languages. Or you want an ad that's going to play in 30 different cities across the world, but you want a backdrop that is natural to that place, right? That's where I think generative AI can really play a role, you know, starting with that core human creativity, but then personalizing it. You know, ultimately we'll get down to ads that don't even feel like ads. They just feel like content that was personalized for you. And I think, you know, there's different thoughts on whether that's a good thing or a bad thing. But I think so long as we have, you know, ad-based business models, I, for one, like stuff that's very targeted to my interests and what I want to be paying attention to.
That's kind of the resonance piece that's really critical when we're building any content to the audience. So, Ryan, you mentioned that the trend of influencer marketing has continued to grow rapidly and brands are thinking about influencer marketing differently. So, how are brands showing the impact of their creator marketing? Go to the next slide real quick.
So, I want to tell a story here. It's important because it's a mixture of not just the same stuff around the creators and the audience and the measurement. This one is actually based off of nostalgia. It's based off of trend spotting. So, tools, like you guys have built, some of the things we have in our platform as well, identifying creators and trends. And there are three types of trends. There are moments. There are signals. There are forces. Moments are like three days to three weeks. Things are like three weeks to three months and forces are three months plus, a "get ready with me" is a force. It's been around for a while. It's a thing you want to activate and a larger breadth of things.
In 2023, the Oxford dictionary word of the year is "riz" as in charisma. And it did not exist back in February when we did this campaign. And the idea was we saw something over-indexing from an engagement and view perspective. That was... First, that's amazing. Let's look at it. Let's run it through the agency and the platform and the brand to validate, one is the IP available? Is it something that has existed or has a song attached to it? No. Is it brand safe? Great. If that's the case, add it into your campaign. And the idea is, we had an always-on, Campbell's is very actually progressive on the agile side. An always-on creator community of chefs. Add a little bit of salt there, riz on to your content, and all of a sudden you see, not just over-indexing on the native platforms, but with Circana we saw millions of dollars in offline sales, a $4.10 ROI, driving trend plus content plus media equals real-world outcomes. And that outperformed other content that was not trend-based. So the idea really is tapping into the speed of culture.
That's amazing. That was in my "for you" feed. And my weekend routine right now is to try different TikTok recipes with my little one. Because it's always kind of a new experience that we're trying. Did you buy any? Yeah, I buy it. Yeah, I actually get a list from it.
That's the impact that the videos are driving now. So to wrap us up, I wanted to hear from all of you. What is your POV on how will creativity and the way we create evolve? So let's start from Ryan.
About creativity in general? Yeah, creative in general. I mean, we are in a creative business. Brands are essentially reshaping how they speak to consumers and it's based off of how relatable they are, how advanced or innovatively they come across. And creators are literally 15 years ago. They were the creatives that were working in these agencies or brands in-house. They have now expanded to work across multiple agencies and multiple brands. And really just democratize the way to speak to an audience. You know, through a community they built on platforms like TikTok. And, you know, those that do it right can fund their passions and live the life they want to live. And brands can tap into audiences they wouldn't otherwise be able to. Yeah, amazing. What do you think, Aubrey? I mean, I'd be remiss if I didn't just talk about generative AI, right? And I think we're living in an incredible paradigm shift, right? This will probably be the biggest tectonic shift in technology in any of our lifetimes. And that is both exciting and scary. And so what I would tell you is, don't fear the new technology. Embrace it. Try it. Use it in different ways. It will complement for creators what you already bring to the table and allow you to do more. And I think all of our keynote demos really showed that. I'll offer an analogy. I'm a parent with two teenagers, right? So, ChatGPT came on the scene and everybody in education was like, oh my god, it's the end of homework and learning as we know it. Because every kid's going to cheat on everything for the rest of time. Okay, but then you look at how the space continues to evolve. And if you're familiar with Khan Academy, they created their own generative AI assistant that became a personal tutor for any kid to be able to talk to the AI and learn and work through geometry. Geometry is hard, right? For any kid. Like that's where you first do like mathematic proofs. But to have that kind of personalized tutor that can be the back-and-forth, that's such a great learning opportunity. And I think creativity is going to blossom in the same way, right? Right now, you know, there's some uncertainty. I think, you know, Adobe has the right principles around responsibility and transparency and accountability. And we're going to stand by those and continue to support artists. But more broadly, I would just tell you engage, right? Try out the new tools, see what you can learn, see how it can amplify what you're already doing. And I think that's just what's going to set us all up for the next five years and the next decade. Amazing. Moritz, what do you think? Yeah, I think definitely embrace the change, and if you really want to embrace one thing of the GenAI change that is happening before our eyes, I think it's the democratization that it brings. Because I think we had a really good... I don't even know where I heard it, but I think it was one of the concepts underlying the design of our GenAI products, is, in the future, as long as you can imagine it, you can create it. And if you compare that to the past, right? The last few decades, content creation was bottlenecked to some extent by a few thousand creative professionals in the world who are really, really good at using tools, like your tools, right? And I mean, that grew over time and that was great, but a lot of people didn't necessarily have access to the people who can turn their ideas into content. And just imagine that this bottleneck is going to be disappearing very soon. And literally, there is a future in many years where literally anyone can create anything that they can imagine. And that's really powerful. And I think we should really appreciate that. For the professional designers out there, I would say, you're not a bottleneck. What you get to do is up level your work to the most strategic work from a design standpoint. And I think Ryan touched on that in terms of, like, what creators are doing on his platform. I think it's the same thing here. How can we take some of the tasks that are super time consuming, but frankly, mundane work for professional designers, let AI do that work, and you can focus on your creativity. Then everything scales, and we democratize in the way that Moritz described.
Yeah, this reminds me of when we were thinking about the naming of our AI products. And the reason we picked Symphony is we really want this AI technology to sing along, and be integrated and amplify what we are doing right now. And the amazing work, this group of people are doing. Yeah, so great. Thank you all for sharing your great insights with us. And I hope this is helpful for you all as well. Thank you.
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