Sam Thompsett is Head of Paid Social at Genie Goals, who does results-driven marketing for eCommerce brands. And Sam’s been leading their TikTok Ads work. In this episode we discuss: What makes TikTok's creative offering unique?Why TikTok is more of an awareness platform than a platform for direct salesHow can brands effectively test TikTok advertising?What percentage of ad spend do brands typically allocate to TikTok?Some potential ROI that brands could expect from TikTok advertising in the future [04:37] TikTok offers unique content that appeals to youth. [08:33] Test TikTok, but limit the budget. [10:27] Similarity between Meta and TikTok misunderstood. [15:47] TikTok demands valuable content and unique branding messages. [19:11] Paid social shifting and creative focus are now crucial. [20:32] TikTok shop competing with Google. Book your TikTok call with Ben >> https://keepopt.com/unsociable Find your next eCommerce tool >> https://keepopt.com/tech **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor