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The new integration will connect fans and creators for personalized Cameo experiences directly within TikTokTikTok and Cameo today announced a new partnership that will transform how creators connect with fans and monetize on TikTok. Within the TikTok app, creators in the U.S. can now offer personalized Cameo videos directly to fans while also benefiting from a seamless path to join Cameo’s marketplace and start earning more revenue.TikTok creators are among the fastest-growing talent segments on Cameo, using the site to transform fan engagement into meaningful revenue streams. With this partnership, TikTok is streamlining the process for fans requesting Cameo videos — creators can sign up for Cameo within the TikTok app and offer personalized videos directly to their audience. For TikTok creators who are already on Cameo, this is a new way for their followers to request videos, directly through content they are already engaging with."Empowering creators with tools to build deeper relationships with their community in an authentic way is at the core of what we do at TikTok," said Franklin Ramirez, TikTok's Director of Global Product Partnerships. "The new Cameo integration brings highly personalized experiences directly into TikTok, giving creators another way to connect one-on-one with their communities and monetize their content."This collaboration streamlines creator onboarding while empowering them to add customized call-to-action buttons to their TikTok content, enabling followers to request personalized Cameo videos without leaving the app. TikTok users can also search for "Cameo" in the app to access the full library of available creators.“Creators are at the heart of everything we do at Cameo, and TikTok creators have become an essential part of our community,” said Steven Galanis, CEO of Cameo. “Cameo videos regularly go viral on TikTok, showing the power of authentic fan connections and the appetite for personalized content. TikTok talent delivered its strongest year yet on Cameo in 2025, and by integrating directly into TikTok and making onboarding even easier, we are giving creators a simpler way to grow their business, deepen audience engagement, and unlock new revenue opportunities.”Together, TikTok and Cameo are making personalized and authentic fan experiences possible by offering easy and rewarding ways for creators to connect with their fans everywhere....

People come to TikTok to discover what's new, engage with what they love, and take part in what matters to them. Businesses everywhere, from independent creators to global enterprises, are tapping into that journey to build, scale, and drive real results. Today, TikTok for Business is introducing a new global positioning to reflect that reality: Watch it. Love it. Want it. @tiktokforbusiness Today marks a new chapter as we introduce our new global positioning: Watch it. Love it. Want it. 💛 TikTok is the place where attention turns into action. It's where people discover the trends they love, the creators they trust, and the products they can't wait to own. For brands, this is the opportunity to move beyond advertising and start building genuine connections that drive growth. See the full vision for the future of TikTok for Business at the link in our bio. #TikTokforBusiness ♬ original sound - TikTok for Business It captures what happens on TikTok every day. People come to be entertained and to discover what's new. When something catches their attention, they don't just scroll past — they watch. When they connect with it, they share it, talk about it, and make it their own. And when they love it, they act on it.For brands, that journey, from watching to wanting, happens in one place — on TikTok, where our global community of over 1 billion users comes together every day to watch content they love.Where Attention Turns Into ActionIn the past, advertisers often had to piece together different platforms to build awareness and then drive sales. On TikTok, those moments are connected.People discover new products, restaurants, beauty trends, travel destinations, and small businesses on TikTok every day. What starts as a video can quickly turn into a search, a store visit, or a purchase. The distance between "I saw it" and "I bought it" or "I booked it" is shorter than ever. That's what "Watch it. Love it. Want it." represents: attention that leads to real-world action.Why This Matters NowAudiences have more choice and higher expectations for the content they engage with, and discovery increasingly drives decisions.On TikTok, that shift is measurable. Billions of searches happen on the platform every day, up more than 40% year over year. [1] 1 in 4 users begin searching within 30 seconds of opening the app and two in three say they use TikTok because they discover useful things beyond what they originally set out to find. [2,3]Community plays an equally powerful role. Millennials and Gen Z users are 1.5x more likely than older generations to try a new brand because of its community, and TikTok users are 1.6x more likely to repurchase from brands when they can interact directly through comments or co-creation. [4, 5] Together, these behaviors show how discovery, connection, and action increasingly happen in the same place.Creativity and Technology, Working Together"Watch it. Love it. Want it." also reflects how TikTok for Business continues to evolve its solutions for advertisers. From creative tools that help brands develop content people genuinely want to watch, to AI-powered solutions that help optimize performance and measure impact in real time, TikTok enables businesses of all sizes to move seamlessly from storytelling to results."Five years ago, when TikTok was still a new platform, we launched a simple idea: Don’t Make Ads. Make TikToks. We knew our community wanted to engage with brands differently, through creativity, entertainment, and authentic connection," said Sofia Hernandez, Global Head of Marketing and Partnerships, TikTok. "Over time, we've seen that behavior play out every day on TikTok. People come here to watch what captures their attention, love the creators and communities that inspire them, and ultimately want the ideas, products, and experiences they discover. Our new positioning, 'Watch it. Love it. Want it.', captures that journey from discovery to real-world action."TikTok's Impact on BusinessesThe TikTok community drives culture and encourages brands to be a part of it authentically. "Watch it. Love it. Want it." defines the next chapter for TikTok for Business — and a clear opportunity for advertisers: show up in a way people want to watch, build real connections, and turn those connections into growth.To be among the first to learn about our latest product offerings, click here to join our global broadcast of TikTok World on May 14.SourcesTikTok Internal Data, Global 2025TikTok Internal Data, US, as of June 2024TikTok Marketing Science Global Future of Search Study 2025 (Global Results), conducted by WARCTikTok Marketing Science Global Long-Term Value of a TikTok User Study 2025 [US, UK, BR], conducted by KantarTikTok Marketing Science Global Long-Term Value of a TikTok User Study 2025 [US, UK, BR], conducted by KantarResourcesTikTok Next Report - https://ads.tiktok.com/business/library/TikTok_Next_2026_Trend_Report.pdf...

TikTok is a global discovery platform where more than 200 million Americans come to watch, experience, and take part in the biggest cultural moments. It’s where premium video, culture, and creator-led storytelling converge, offering brands an unparalleled front row seat to the action. It's where audiences show up where the show is.Today at this year’s IAB NewFronts, we are excited to launch new brand advertising solutions to help advertisers reach the engaged, unique communities on TikTok with Logo Takeover, Prime Time, TopReach and new Pulse offerings."TikTok is where people go to see what everyone is talking about right now. Big cultural moments show up on TikTok first, but so do the everyday things people share with each other. That means brands are not interrupting people – they are joining the conversation. What makes TikTok different is that ads live inside the content and products people already love. Whether it is a creator video, a search result, or a live shopping moment, brands can show up in ways that feel natural and useful. Our newest ad products make it easier for businesses to reach the communities that care about them and actually drive action, not just views," states Khartoon Weiss, VP, GM, Global Business Solutions at TikTokCapturing Undivided AttentionTo help brands capitalize on the very moment people open TikTok, we’re introducing Logo Takeover - a new premium ad format that gives brands an exclusive opportunity to co-brand with TikTok when users open the app for a powerful first impression. Without any other distractions, Logo Takeover captures people's attention the instant the app opens and creates a shared brand experience that showcases partnership, credibility, and cultural relevance while giving advertisers broad reach.Timed with the trailer release of Supergirl, Warner Brothers took over TikTok to reach an engaged audience including moviegoers, film enthusiasts, and comic book fans. With their Supergirl takeover, Warner Brothers saw brand awareness and intent improve by double digits."Moviegoers are on TikTok, and as we build enthusiasm ahead of the release of Supergirl, coming to theatres this June, we’re pursuing creative ways to engage directly with audiences. We’re thrilled to be the first to have success with TikTok’s Logo Takeover and look forward to continuing our partnership,” states Dana Nussbaum, Co-Head, Global Motion Picture Marketing, Warner Bros.Maximizing ReachWe’re making it even easier for brands to join cultural conversations and reach audiences when it matters most.Prime Time is a sequential ad format that allows brands the option to show a series of ads at specific times - whether that be during a tentpole moment, live event or high-engagement period. Prime Time delivers up to three sequential ads from one advertiser to the same user within a designated 15-minute time window. With this new ad format, brands can tell a continuous brand story during high activity periods for maximum impact.TopReach combines two existing high-visibility placements — TopView and TopFeed — into a single buy to help give advertisers maximum one-day reach. TopView is the first ad spot users see when they open the app and TopFeed is a first in-feed ad spot that appears in the For You Feed. Combining them both gives advertisers the opportunity to reach the maximum number of unique users for the day through high visibility placements during tentpole moments or key launches.Align with relevant content with TikTok PulseWe are expanding the TikTok Pulse suite - our ad solution that drives unique audiences and relevant views for advertisers by guaranteeing ad adjacency next to trending, brand-safe, and relevant content - to include Pulse Mentions and Pulse Tastemakers.Pulse Mentions puts brands adjacent to the exact moments when people are already talking about them and their brand category, giving them the power to shape high-intent conversations in real-time.Pulse Tastemakers allows brands to align their ads with their selection of eligible creators, helping to tap into creator communities and build strong brand association with reputable voices on the platform.TikTok is what people are watching today and what’s shaping culture tomorrow. To learn more about our high-impact brand solutions that are placing brands in brand-safe, culturally aligned placements to reach new, engaged audiences, visit here....