1/ Everyone says your creative is your targeting on FB, and the same is true on TikTok.
But what does that actually mean? Here's a real-world example...
But what does that actually mean? Here's a real-world example...
2/ We used this creative angle to increase our AOV on the platform by 32.9% in the last few weeks...
3/ To be transparent, we got about a 15% bump by changing our funnel structure to one much more conducive to the TT customer's psyche...
5/ But creative, without further testing of landers, targeting, or offers, has gotten us another 18.9% bump, which isn't so bad either
6/ We have a good amount of backend data to show that our 50+ customers have a higher AOV and LTV. I'd bet the same is true for most brands, especially in beauty.
7/ It wasn't intentionally done to improve AOV, but we simply called out people over 50+ by shooting a video reply answering the question "Makeup for 50 and older."
8/ This is what Dan Kennedy calls Dog Whistle Copy. If you're 25 and not interested in makeup, you'll skip right over the ad.
9/ The algo learns the persona that is engaging with this creative, and goes and finds more people like this because it wants to keep people on the platform by providing them value. So it finds more people like this, who just happen to be 50+.
10/ I don't even know if you can see age breakdowns in TikTok, but if you can I bet we'd see that most of the spend has gone to 50+.
11/ I also GUARANTEE that if we launched an ad with a "Makeup Hacks For Gen Z" hook, we'd see an AOV 20% lower than average with the exact same offer, targeting, and funnel.
12/ It's not because the ad is not as good, or as compelling. It's because your creative is your targeting!
So if you really want to "target" your ads to different avatars or audiences, you no longer do that with interest targeting or Lookalilikes..
So if you really want to "target" your ads to different avatars or audiences, you no longer do that with interest targeting or Lookalilikes..
13/ Go broad, and make hooks that speak to that avatar, while optimizing creative for Thumbstop and Watch Time.
14/ If you found this thread helpful, please consider retweeting the original tweet.
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