Lenny Rachitsky: belief

Transcript context

…Yeah, I see a lot of really different type of advertisers already find their success on the platform. One thing that they actually can do that is really due to a couple of things that they're doing. Number one is, like I said, they're embracing this platform. They actually do a lot of things is TikTok first. I have a couple of advertisers. They have actually creating their own internal creative team just dedicated for TikTok. So they actually produce a ton of creative every single day to actually test and learn to understand the platform and understand the community they are engaging with. So I would say leaning in is the first part. It's harder, but it is not that hard. As long as you try it, you'll feel that every single day is getting easier. And also we make a lot of tools to make things easier for them as well. Like creative, we have also a lot of resources on the platform, the creative hub and also we have creative analytics to help you. So these are the things that we're able to basically help the advertiser to leaning in more. The other angle to leaning in more is test and learn. A lot of times that people don't know how to really run ads on this platform. Google is very much search, like search fronts. They are really leading on the intent graph. And Meta is really on the people graph they're making. I mean TikTok is the content graph. It's very different, I would say machine compared to the other two. And it requires different way to optimizing and to leveraging the tools we have. So if you're applying the same logic from Meta or Google into TikTok, not necessarily you'll be able to see a great success, I have to say. So you have to really get to the detail and to learn how you're operating this platform at the very beginning. Of course, like I said, we're trying to make things as simple as possible because we strongly believe that an advertiser's job is to taking care of their own business and our job is to service them. So we definitely make things a bit easier and along the way, but still it's a little bit learning for advertisers to change their mindset when they engage with us the first time. And I can see that again, for example, last Q4, I can see a lot of advertisers taking this approach to really listen to us and understanding what is our best practices. They actually see a very successful Q4 on the platform. So I do think that if you want to do more, just do more test and learn with us and to really understand the impact from TikTok. Just to understand this point about versus Instagram, I think a lot of people probably run on them on both platforms and try to see which one's working better. Your point is the same content won't work as well on one versus the other. So just so people understand what the main difference there is. I know you talk about there's the friend graph versus TikTok just spreads it all over and anyone can see it. You don't have to be friends and it's really good at getting content out. So what is it that you would do differently if you're making an ad video for Instagram versus TikTok? I think the TikTok video, it's more about the backend settings, right? So how often do you actually changing creatives? I think for us it is actually pretty... you want to actually test more creatives on this platform and see which one is actually working. And then we also have really detailed guidance on how do you set up your campaign structure to make sure that you're able to be more successful on the platform. So these are, I would say, the basic hydrangeas we talked about. You can see these guidance are very different from what Meta has today or even Google has today because we're just basically different platforms. And oftentimes you can also hear that we requires a bit more real time react on the platform due to some of the trends we have seen. So that is the part I feel like if advertiser wants to engage more with really the sales team and they're able to provide more guidance to you and you're able to see more success there. But a lot of things will be counterintuitive I would say, because the intuitive you have learned is coming from the other platforms, but technically we're not. So a lot of things that, "Oh, this doesn't make sense to me, but why don't you try it?" And we make actually that really easy because we are sharing a lot of, I would say added credit to intensify incentivizing our advertisers to try it at the end of the day that hopefully they can see the result is proven itself.…

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