#everything-marketing

Yes, typically lower AOV impulse buy/new products do well. Products that do well are usually inherently viral, (satisfying to watch, colorful etc.) Creative that does best is usually an organic looking piece of content that just entertains, and doesn’t directly sell, unless its a new product, level 1 sophistication situation.

There’s this narrative that performing ads will be UGC thats has a hook-problem-solution-benefit-risk reversal structure. But I find that some absurd creator made skit outperforms this 90% of the time.

The ultimate setup for TikTok is hiring creators on retainer, each running a branded dupe account -> 1-3 videos a day, pushing spend behind top performing videos -> iterating ad specific videos based on organic performers.

I find most brands get lost on TikTok ads either because of platform-product fit or that lack of relevant creative volume.