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

The in-app tool, aimed at small businesses and creators, is getting several updates on audience targeting, campaign objectives, and message boosting. The Promote feature allows brands and users to turn their content into ads without leaving the app and TikTok encourages brands and makers to use the platform as a way to reach customers and audiences.

One of the more notable features announced today is a “Promote for Others” option, which allows brands working with influencers to spend money on the content creator’s post or live video. Creators, in turn, can also promote other users, brands or companies “that they want to show the world,” says TikTok.

The company didn’t outline exactly how this feature would work to boost the account — users need to get permission to promote others’ posts, but TikTok didn’t elaborate on whether there will be a formal mechanism for that. One scenario where this can get sticky is with the TikTok content that isn’t sponsored but ends up having the same effect — think viral drugstore makeup, cleaning supplies, or a very specific gadget that a user makes a video about that then leads to sales and exposure for the brand.

Of course, some people don’t necessarily want their content to get more views. Other platforms have built-in safety features to deal with this – for example, Tumblr last year introduced the ability to disable reblogs (which are not paid) on posts. Twitter advertisers allow to promote users’ tweets as long as they get permission.

Advertisers promoting their content on TikTok can now target users by location, among other criteria such as age, gender, and interests. TikTok has also added new ad campaign goals for advertisers to select: generate profile visits and direct messages.