TikTok’s new ad tools allow users to boost other people’s videos


Image: Nick Barclay / The Verge

TikTok is adding new features to its advertising portal, Promote, including the ability to boost the videos of other users, the company announced today.

The in-app tool, geared toward small businesses and creators, is getting several updates around audience targeting, campaign objectives, and boosting posts. The Promote feature allows brands and users to turn their content into ads without leaving the app, and TikTok encourages brands and creators to use the platform as a way of reaching customers and audiences.

Among the more notable features announced today is a “Promote for Others” option, which allows brands working with influencers to throw money behind the content creator’s post or live video. Creators can also, in turn, promote…

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