TikTok paves the way for effortless creativity—what can the impacts be for businesses?

The buzz around generative AI has been exploding since the launch of ChatGPT. While tech giants like Google and Microsoft are keen on incorporating generative AI features into their existing products, social media platforms, on the other hand, are not sitting quietly but leveraging this technology fiercely to enhance the user and marketer experience on their platforms. From Snapchat to Meta to YouTube, everyone is on it.

Recently, the short-form video app TikTok has added a new AI ad script generator tool in its Creative Centre to help businesses create better TikTok video clips based on their text prompts.

Here are how businesses can use it:

In TikTok’s Script Generator tool, businesses can provide their inputs, like their industry type, product name, an outline of the product, and any applicable keywords that they wish to emphasise. Besides, they can also select the preferred length of the video, then press ‘Generate scripts’.

With the data that users have provided, the tool will generate a list of sample video scripts. Each will be generated with a hook, instance, and call to action, as well as audio and visual cues.

TikTok also cautions users that AI-generated content may be inaccurate and reiterates that the Script Generator AI system is built via a third-party provider. Which means that everything that users provide will be transferred through that resource, though it's unclear who or what that third-party service is.

To try out the new Script Generator tool, users must have a TikTok Business account and access to TikTok's Creative Centre tools.

For the time being, the tool only supports English, but the company plans to expand it into more languages in the future.

Meanwhile, TikTok claims that users will be responsible for ensuring that all content generated by the script generator is authentic and adheres to the applicable laws.

While generative AI has already been helping brands and businesses in many ways, a tool like script-generator from TikTok will indeed be a huge help for businesses.

But when most brands and businesses begin to utilise the tool, won’t it lead everyone to post similar stuff on the platform? Won’t it become very generic as the tool is only going to process the existing ideas and bring something out of them?

Indeed, yes.

But this challenge exists with any type of generative AI tool available on the market.

That is where the human touch and human validation take centre stage. Given the vitality of generative AI in today’s digital marketing landscape, businesses and brands cannot exclude it and should adopt this emerging technology and keep finding the best ways to use it to their advantage. However, they should also keep in mind that it is their responsibility to ensure their content is unique, scroll-stopping, authentic, and effective.

And here are a few ways we believe TikTok’s "script generator" can benefit businesses:

To keep up with trends:

Social media, particularly TikTok, is known for its fast-paced trends. But the problem with microtrends is that they just vanish in the blink of an eye. So, it is crucial for businesses to strike the iron when it is hot to reap the most of it.

However, the challenge is creating content in a short span of time so as to align with trends and resonate well with the target audiences. To combat this, a global beauty brand like Loreal is using the strategy of appointing in-house teams to speed up content creation in order to capitalise on current trends.

And now businesses can leverage this script generator tool from TikTok to easily generate scripts that align with the latest viral trend at a fast pace. This way, they can quickly jump on emerging trends, make their content reach their TikTok audiences at the right time, and amplify the reach.

It empowers businesses with less creative skills to do more:

Creative expertise is vital for developing unique and engaging scripts for TikTok videos. Due to the lack of scripting capabilities, many businesses hesitate to dive into this work.

And, now with this new tool, non-creators can feel comfortable, confident, and create content independently just with the prompts. This, in turn, would level the playing field and give more diverse voices and perspectives a chance to be heard. This way, it also bridges the gap and reduces the need for more creative support.

It saves time and improves efficiency:

As the script generator tool facilitates TikTok’s content creation process, it eliminates the need for businesses to create content from scratch. By providing the appropriate inputs that align with their brand voice and values, they will probably be able to brainstorm new ideas in a short period of time.

Consequently, it will save a significant amount of time and effort for businesses while being able to generate catchy video scripts.

Overall, it is once again a good move by TikTok to hold the attention of brands and businesses and ease their work processes. It is definitely worth paying attention to for businesses, but ensuring a human touch is outright critical to reaping good results.