Cannes Lions 2026: Four Takeaways for Marketers Creativity is the biggest performance multiplier
47
%
of advertising's impact on sales is driven by creative quality* The strongest-performing brands aren't interrupting culture they're building campaigns from the behaviour already happening on TikTok.
Why it matters
Spotlight: Dr Pepper
Creative is increasingly the biggest commercial advantage. Winning campaigns are designed for participation, not just reach.
Dr Pepper turned a creator's spontaneous 11-second jingle into a national brand platform, demonstrating how community creativity can become a brand's most effective advertising.
Communities are now the creative engine
75 74 61
Consumers trust creators because they feel like participants, not spokespeople.
%
say TikTok shapes culture*
%
consider creator content authentic*
Why it matters
The role of brands is shifting from
creating every asset themselves to enabling creators, employees and communities to tell the story.
%
think more positively about brands that join trends*
Spotlight: Customer Creator Networks
One of the most interesting launches from Cannes was Custom Creator Networks, which enables brands to build their own private network of creators - including employees, partners or selected creators - to receive
briefs and create content that can be amplified as ads.
Discovery is becoming search
40 93 1 4 Daily searches are growing
%
YoY*
of daily users use TikTok as a search tool*
Why it matters
Search is no longer just Google. Brands need content that answers questions, not simply campaigns
that generate awareness.
AI
%
in
users searches within 30 seconds of opening the app*
Spotlight: Search Hubs
Search Hubs give brands a premium destination at the top of TikTok search results, combining brand content, creator videos and calls-to-action in one immersive experience. It's designed to capture high-intent audiences at the exact moment they're actively searching for a category, product or brand.
is accelerating execution – not replacing ideas
From generating creative concepts to identifying high-performing creator content and adapting campaigns globally, work that once took weeks can increasingly happen in hours.
Why it matters
Competitive advantage will come from combining human creativity with AI speed - not choosing one over the other.
Spotlight: Symphony Agent
TikTok unveiled Symphony Agent, an AI-powered assistant that helps
advertisers build campaigns from end to end. From generating creative concepts to identifying high-performing creator content and adapting campaigns for different markets, it dramatically reduces the time from idea to execution.
What's new from TikTok TopReach
Branded Buzz
Maximum visibility during major cultural moments
Amplifies creator conversations at scale
Mini Games & Mini Dramas
TikTok GO
New immersive content formats
Travel booking experiences inside TikTok
All data, insights, research, referenced herein are proprietary to TikTok and/or third-party sources and are provided for informational purposes. For further details, including methodology or supporting studies, please contact your TikTok representative.