How does TikTok Advertise itself? 🤳

See how you can work with creators systematically

Here is my ultimate mission: Showcase the best ads made by the top apps.

Why? Because to be at the top grossing charts, you need the best ads. So without further ado...

Today we look at an app dear to our hearts: The TikTok app. TikTok was #2 in the iOS 2022 top-grossing chart. Of course.

And here is the ad that gave them the most impressions in 🇺🇸 in the last 90 days.(According to Meta for Audience Network data, Unity & Google Ads' AdMob):

This makes one thing clear. TikTok has a massive advantage in advertising. They can use any TikTok video as their ad:

But the strawberry hasn't been that popular if we look at a larger time window. It took over their previous best-performing ad only in the last couple of months.

Here is the most-watched ad in 2022 vs. the last 90 days. There is a shift between approaches.

And lately, more and more of their popular ads look simple.

Making things simple is hard. And they seem to learn that through their journey.

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Now here comes the shocking news.

The ad was created in April 2-0-2-1! (a Deja Vu for my previous subscribers)

Now that we know this yummy ad is their top-performing one, I wish I had seen the variations of it, but I didn't.

Can you imagine the sheer opportunity cost lost because of the lack of iteration?

I believe you can, and I do, too.

What would I do if I were in their position?

I'd ask one marketing manager to constantly monitor the top-performing ad and work on new ads based on it. The person should consider editing it differently, shortening it, and starting with a different beginning. And always remember to approach the creator who makes your best ad. They know what works for you.

At my agency, Growth Therapist, I currently prefer working with creators with our "UGC Ad optimization framework."

Here is a snapshot of it:

I will provide more details on this framework in the following weeks. Please feel free to add your questions and comments below so I can investigate those for you.

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This is it for today, folks.

If you enjoyed reading it, like, follow, and share.

You know the drill.

I can't wait to meet you here again. 👋