TikTok Adsworks consistently for three categories: beauty, fashion, and impulse-purchase CPG. It struggles for most B2B SaaS, high-AOVfurniture, and services.
Why the pattern holds
TikTok's buyer intent is low-consideration, visual-first, and entertainment-driven. Products that convert on short-video demonstrations win. Products that need research or social proof struggle.
If your category fits
- →Lean into native-feeling UGCover polished production
- →Spark Adson creator partnerships outperform branded creative
- →Test Smart+ campaigns for streamlined optimization
- →Track thumb-stop rate as leading indicator, not impressions
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